It’s true that success for any individual experiment is far from guaranteed, and the form and marketplace are still evolving. But there are rewards for early investments in a nascent medium: ownership of repeatable workflows, an understanding of how authors can bridge the creative divide, creation of reusable technology, and most importantly pioneering the development of a new audience, community, and marketplace.

Eli Horowitz and Russell Quinn, Publishing Companies Are Technology Companies. Now It’s Time For Them To Act Like It, Huffington