* is a simple and logically consistent as Markdown
* has the ability to embed LaTeX formulas
* has a functional #include for larger documents
* can refer back to headings, equations and citations
* can compile to PDF or webpage
* compiles FAST
and I will give you a lot of money.LaTeX is a horrible language, inconsistent and badly designed and unpleasant to look at. TeX is good at what it does but the whole system is horribly slow to compile documents. Documents will compile fine with some frontends but not with others. Markdown is not feature complete enough.
The scientific community is unfortunately stuck with LaTeX for the foreseeable future. Seems like every day someone asks me how to do something that should be very simple, which inevitably involves loading some obscure package.