I have always felt PDF is outdated for research papers. We need some kind of interactive paper format; yet universal, open specs, look the same and usable across platforms.
They took a fresh, web-centric look at how to interactively display research papers. It's being used — right now — to display all of the new articles from a major biology journal.
I think it's quite nice.
Personally, I think that things like this Lens reader are evolutionary advances, but science communication needs a revolutionary change.
I don't expect actual journals to be using Gingko any time soon, but there are already grad students collaborating on research papers right now :)