Another document format is not needed. This was already obvious before blogs took off, but to be promoting now is unforgivably stupid and irresponsible. Try and explain to an average person why all the typing they just did cannot even be viewed in a Web browser, they will not get it. Saving the user's typing as DOC or ODF is a con. The storage of text, styled text, graphics, photos, even movies (MPEG-4 H.264-AAC) has been solved. Your document format is ready it is HTML 4.01 Strict, CSS 2.1, and JS 1.5, there is nothing in the 1980's technology of MS Word that cannot be stored this way.