Regularities of vector-meson electroproduction: transitory effects or early asymptotics?

We discuss recent HERA results on vector--meson electroproduction gamma*p -> Vp and demonstrate that universality of the initial and final state interactions responsible for the transition between the on- and off-mass shell states allows to explain energy independence of the ratio of exclusive rho electroproduction cross section to the total cross section. We also predict explicit mass dependence of this ratio for other vector mesons.