PDFs definitely have problems but this "story" is an ad for a proprietary format called Turtl.<p>Clciking through to the company's website and their example publications, these are <i>much</i> more difficult to navigate and confusing than PDFs. Users will find it hard to work through a Turtl document in a linear way and hard to figure out where something is inside the document so they can reference it again.<p>After the time it took to get PDF made into an open standard, I don't think we want to go back to a closed format that's owned by only one company and which requires their cloud service to function.