If you follow the work by Bret Victor & others on "explorable explanations"[0][1] and interactive scientific papers[2], you probably appreciate the need for a self-contained format for interactive documents. Could PDF be this? I don't know, I hear the spec is too scary. But I'd say we should have something like that.
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[0] - https://explorabl.es/
[1] - http://worrydream.com/ExplorableExplanations/
[2] - http://worrydream.com/ScientificCommunicationAsSequentialArt...