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I just don't really understand why you hate docx. If used correctly, the output is not crappy. If you use styles semantically you have that too. And it is the defacto standard for creating source files. It has many advanced features that help writing and editing. Automatically creating tocs, indexing, footnotes, citation, outline view, commting and following changes by different users, spell checker, thesaurus etc.
Instead of inventing something new, I think something like Toxaris add-in is much more usefull. One benefit of using such a wildly used format is that there are many programs that can work with it and that it will be usefull in the future. Even if it sometimes will be obsolet, there will be converters.
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