A article on News of the Weird explains it pretty well (warning scroll down to read the page). Cowster would take this one step further and create datastores with herd genealogies at private hosting services (perhaps associated with coops). A standard would allow a particular cows genealogy and heard associations to be traced through this centralized system. The goal is to keep the data private and under the control of its owners unless it needs to be queried to prevent the outbreak of some disease.