This seems like a new skin on COPE (create once, publish everywhere), an NPR idea from 10+ years ago. Ironically, it fits to just rebrand someone else's established ideas like this.

Editing to add: I see that they linked to COPE in the See Also section, although the Programmable Web link is broken (irony upon irony!). NPR still has a version up, fortunately.[1]

[1]: https://www.npr.org/sections/inside/2009/02/clean_content_po...