Where this will catch on is with people who need a world-class CAS or some other features of Mathematica and want to publish documents with live graphs in them,

Where this will catch on is with people who need a world-class CAS or some other features of Mathematica and want to publish documents with live graphs in them, for instance interactive textbooks. I use Mathematica for studying and in my research and I can definitely see myself using this to publish simply because there's no other tool that comes close. If we're lucky it will inspire an open-source duplication effort like SAGE. That said, I agree it probably won't catch on like PDF. Wolfram has a terrible hyper-proprietary attitude that just doesn't resonate well with the developer community at large. It's unfortunate because Mathematica is an absolutely stunning piece of software.