We quite agree on this - but getting a new alternative out will require a significant critical mass before it can be of any interest. While PDF has its challenges, it remains a light portable format and its security features make it a good fit for binding documents. The ecosystem, although it is dominated by Adobe, also includes other major players and existing integrations.The way we look at it is PDFs allows embedding of other files and metadata. It is easy to provide a platform where we can enrich PDFs to display different contents than the one in the PDF itself. If this gets interesting enough, we can then phase out the PDF in the first place. But this is a long way ahead.
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