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There should always be a clear separation between the information a site contains and the way it is presented, with the user able to control the presentation layer. The same site should render as text, via a speech interface or as a mashup of sites via selecting the presentation template most appropriate to the current context.
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@bob I think the way that static site generators do this is going in the right direction, but we should basically have the site just be the flat files the sites are generated from, and the web browser be the generator. Β To allow sites to control their own branding, you can provide your own styles or something, but the user should always be allowed to change them fully and completely, without specialized tools or knowledge. Β This will never happen in the current situation, because it would empower users to remove intrusive and obnoxious advertising content, however.