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The language of the web in 2015 is \href{https://en.wikipedia.org/wiki/HTML5}{HTML5}, and a "web-first scientific document" is an HTML5 document.   ``Web {\LaTeX}'' means using the same old-fashioned\footnote{but battle-proven} {\LaTeX} authoring syntax to create high quality scientific manuscripts as HTML5 documents.  And if you are keeping up, you would correctly notice this implies a significant paradigm shift.