This came from the experience we all had trying to cross-post to a variety of different places. For me the places I wanted to cross-post were Twitter, Facebook, Medium and obviously RSS and HTML. But they never came together, there were always such substantial differences between the different views they took of a post, that if I tried to write for the lowest common denominator, it just wouldn’t work. There was no middle ground. And if tried for a subset, well I couldn’t use links, could never give a piece a title, no styling, and on and on.