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Why HTML5 Isn't Going to Save the Internet
HTML is also setting forth a vision of media—specifically video—that doesn't rely on crashy, resource-intensive proprietary plugins. Look in your plugins folder, you will probably see four video plugins at a minimum. HTML is a standard with an optimistic view of the future: You launch your browser, and whatever site you visit, whatever media you choose to play, your browser just magically supports it, without the frustration, confusion and added instability of a plug-in.

But at heart HTML is just a framework, a glimpse, and an ideal: Its real effect on the internet continues to be defined by the companies and web developers who choose to adopt its many pieces—and it is further shaped by those who don't.