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You talk about JSX as if it is some sort of standard. A significant number of people aren't interested in compiling to JS or language extensions for a number of reasons.

I appreciate what Facebook were trying to achieve with JSX, but libraries like Mithril serve as an example that native templates can be done without a syntax extension.

React can be used without JSX like Mithril is doing. In fact, pretty much all the JSX compiler does is convert those to React.createElement()..

FWIW my understanding is the vuejs template language is based on an early version of the web component template specification (which might predate the jsx specification). You may therefore notice a good amount of overlap between vuejs templates and polymer, for example.

> Why invent a new one and not use JSX?

JSX is a new templating language too. It not standard; it not JavaScript.