I think that the author has a good point. Part of the (putative) promise of XML has been that it would allow print, online and ebook publications to be generated from a single, XML, source. But this clearly isn't the case. "A text almost always belongs to a media-specific genre. Every genre has rules or norms telling the author how to organise subject matter, how to design an argument (or a narrative plot) and how to use words and a vocabulary in shaping the genre's common language style." The issue becomes even clearer when we think about embedding multimedia, dynamic data or discussion into etexts - things that can't be donbe with paper.
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