It could work if it makes production and distribution of content easier and cheaper. All social media sites without exception have standard layout and usability. There, brands encode their aesthetics through media, and brands are much more alive in these channels than on their own websites, which often lags behind their own platform profiles. Company websites are expensive to build, maintain and update. Even for a design company, say Pentagram, it’s much better to follow their work on the standard architecture of Instagram than on their own handcrafted and “beautiful” website. The relevance of corporate websites as a means to retrieve essential information is decaying. Economic factors ultimately drive decisions. If something like this existed in a solid form, it would be hard to justify spending thousands of dollars on a website. As a matter of personal opinion, UI should never be a place to express creativity. Media is a much better substrate to express personality than through user interface affordances. Nowadays all my corporate clients develop websites on the expectation that they will grant them legitimacy, and they don’t actually expect anyone to actually use or read them. As a user, I actually do prefer when a supplier has an Instagram page because their sites, if they even have one, are 100% going to be awful to read and navigate, not to mention they’ll almost certainly be outdated. The greatest barrier to something like this is simply tradition. The general idea is perfectly defensible and logical. We should be reminded that standard websites are never going away, so this is not to be a replacement, but could open the doors for small businesses and non-profits to spread rich structured information in a cheap and sovereign manner. The argument that businesses are averse to being scrapped is only true for elitist corporations. Most businesses stand to gain tremendously from having their data highly accessible from anywhere. And it’s damn easy to convince them of the benefits. Even more so considering that, if they want, they also could have their handcrafted website, which by the way would be simply a thematic structure over the very same API. You could argue that this is inevitable long term. But regarding the OPs prescribed timeline of couple years, I think it’s just naive. For this to become mainstream it would take at least a decade, if not more. Just writing the specs and tools for this would take years, easily.