The data has been read fine, and this is just the way that it displays long strings that are inside cell arrays.
The only way to prevent it from doing that is to override the display() method and reprogram it to display things differently. There is no (documented) way to customize that behavior (other than overriding the low-level routine.)
If you want to see the entire string for one particular entry, use cell array access, such as data{1} to access row 1 of the cell array named "data".
You could also convert the entire cell array of strings into a blank-padded character array for display purposes by using char(data) for the cell array named "data"
