When performing requests to an URL that represents an individual property, such property is represented as a JSON object (except for blob properties).
The property is represented as an object with a single name/value pair, whose name is "value" and whose value is represented according to the XData JSON Format notation for property values. For example, when requesting the Name property of a TCustomer object (such as from address "http://server:2001/tms/xdata/Customer(3)/Name"), result might be:
"value": "John Doe"
Note that when the URL is suffixed with "$value" segment or the property represents a blob property, then the content is the raw value of the property (or binary value), not a JSON representation.