Yup, totally! The second paragraph of the README states: This protocol is intended for use while developing OP_RETURN based protocols. Mature protocols should

Yup, totally! The second paragraph of the README states: This protocol is intended for use while developing OP_RETURN based protocols. Mature protocols should switch to a custom OP_RETURN method that uses as few transactions as possible to store data. We're using Blockcast underneath Open Publish... we needed more than just the 80 bytes in a single OP_RETURN because we needed a few different content-addressable keys. We use a combination of IPFS, BitTorrent InfoHash, SHA-1, as well as a URI to where the ACTUAL content is posted. Open Publish is also a digital asset protocol so it very much benefits from the "colored coin" properties of the Bitcoin blockchain. But yes, content itself should be stored and distributed using IPFS, BitTorrent, or HTTP, it only makes sense to use the Bitcoin blockchain for things related to payments and ownership, like with the Open Publish protocol.