Rich data tunneling

When rich data is tunneled, its associated link identified by a primary data reference is changed by swapping primary references of original data with changed data. Thus, without duplicating the rich data, it is now associated with the changed data, preserving it in constant time. The primary references can include, but are not limited to, names and/or other item identifications. This technique allows preservation of rich data to occur without burdening processing and/or time constraints based on the size and/or number of rich data elements. The technique also allows disparate applications and/or systems to maintain data integrity even when rich data is not expected for a given application and/or system. Since the rich data follows a primary reference, awareness of the rich data is not required for it to be properly handled, ensuring its integrity.