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What hadrien said about Feedbooks is that
Feedbooks isn't based on any particular existing program, they created everything from scratch. It's pretty much the equivalent of an XML workflow, where you'd create the end format using XSLT.
The major difference in their case, is that they don't just store those end formats: Feedbooks can also create and distribute them on the fly, which is why they can create customized PDF files.
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