why is this not XML? it doesn't make any sense at all. They are trying to force a schema on json, when it would be hundred more times easier (and probably with better tooling) than forcing json for this.
I'm really struggling to understand that as well. Can't wait until this comes full circle and someone decides to write a "simplified" version that allows you to write some variant of <foo>bar</foo> that gets compiled into a JSON string. Bonus points for the huge waste of bytes in the JSON representation!
Marking up text using a markup language? It'll never catch on! (Actually, it probably won't, because XML is "uncool" now.)