It's a tool for everyone in the writing-editing-publishing pipeline. They could all use the same tool, working on the same document & document format, throughout the process.

This will remove a huge amount of reformatting/conversion work between steps in the pipeline.

The rebuttal, guaranteed to come from anyone with tenure but also from distinctly untenured folks like myself is this: "I have all my manuscripts and biosketches and workflow in LaTex/Word. All my references are in mendeley/zotero/endnote/bibtex files i've hand-massaged. Until such time as my home journal requires me to use this format i've never heard about, and gives me the tools to convert everything I've built over the last 2-20 years, I am not interested in it unless you've got something more compelling than what you've shown me so far."

getting traction is going to be _very hard_.

Of course - that's the most obvious thing in the world. Getting traction against an entrenched workflow component - a people problem - is, almost universally, very very hard. The technical problem - writing your new tool - is trivial by comparison.

But they do seem to be coming at this from the journal/pull end of the workflow, which is a very good place to start.