This article aligns so well with the "Hole in the Web Architecture" principle that drove my last year's messaging about DITA for the Web... there are reasons on both the business level and process level for considering the role of schema-guided activities in creating and delivering Web content. What I've done with DITA (my web site is all dynamically-rendered DITA content) has been done by others (do a View Source on http://skechers.com
for an example of in-browser delivery). A shared structured content architecture above the silo level has huge implications for the growth of web applications and user experience with adaptive content. Jeff Eaton's article is balanced and insightful--I recommend it.