“A key concept of EPUB is that content presentation should adapt to the User rather than the User having to adapt to a particular presentation of content. HTML was originally designed to support dynamic rendering of structured content, but over time HTML as supported in Web browsers has become focused on the needs of Web applications, and most popular Web sites now have fixed-format layouts.”
The essence of IDPF’s point is is that the content should be tagged but not formatted. The API will dictate presentation, not the designer. This further puts an exclamation point on W3C’s stance in regard to xml: XML was designed to transport and store data, with focus on what data is
XML is about carrying information.
XML does not DO anything. XML was created to structure, store, and transport information.
Designers will minimally determine presentation in the future for epublications and clients should not measure the work on face value, nor should they expect to continue to use local formatting as an element communication tool. It’s the nuts and bolts of the tagging that isn’t readily seen that dictates the success of the epublication product.