- Currently users have to leave their context to modify or create formatted text that looks different than the original context (display not= edit)
- Editing text can only be done in plain text in many places on the web
- If users can edit in interesting ways, they are often required to know and use markup in many cases many different types of markup to create formatted and structured text
- Markup differs, even if slightly, across applications (and versus HTML)
- Need faster, better quality and readability edit-abilitymore readable editability
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