I'm an academic. If there was something that was:
1. not siloed in a binary format, i.e. could export to a plaintext-ish format
2. had a gui for those who want it
3. had seamless citation/bibliography tools, e.g. based on Citation Style Language (CSL) & web lookup e.g. on Google Scholar & PubMed
4. had seamless integration for Figures + numbering/captioning, Tables + numbering/captioning
I would pay lotsa $$ for it
I know LaTeX tools and/or pandoc tools can accomplish this but they are not user friendly enough