1. A computer system, the computer system comprising: a processor; system memory coupled to the processor, the system memory storing instructions that are executable by the processor; and the processor executing the instructions stored in the system memory to: receive a request to consume data maintained at a service; access a portion of data output by the service in a service response, the portion of data in an arbitrary form, the arbitrary form used by the service; associate third party code with a transform assembly; the transform assembly comprises at least one application programming interface (API) according to a manifest based on a conceptual model (CSDL); use the transform assembly and the third party code to provide an enhanced data feature associated with the portion of data by transforming the portion of data in the arbitrary form into other data in a standardized format in the system memory so that data provided by the service managed like data from a relational store in a uniform manner, transforming the data including: identify one or more transformation functions previously selected by a content provider of the service, the one or more transformation functions matched to the arbitrary form by the content provider to transform data from the arbitrary form to the standardized format, the one or more transform functions selected, from among a plurality of offered transform functions, through a user interface based on input from the content provider, the one or more transform functions maintained in a local library or accessed from an external library; and apply the transform assembly, which calls the one or more transformation functions, to the portion of data to transform the portion of data from the arbitrary form to the other data in the standardized format, applying the one or more transform functions allowing the service to be substantially treated like the relational store; and provide the generated other data from the system memory in an outgoing response to the received request.