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I believe you are speaking of O'reilly's Atlas - https://atlas.oreilly.com/

AFAIK (I have a few friends who have written for O'reilly) this is their canonical mode of publishing. It uses Git and Asciidoctor (not asciidoc) with a few additional plugins

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Yes I believe there was an unfinished demo with atlas. The presentation[1] was on HTMLBook[1].

[1] http://www.balisage.net/Proceedings/vol10/print/Kleinfeld01/...

[2] https://github.com/oreillymedia/HTMLBook

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