Kaveh, all of our xml is available online (
https://github.com/elifesciences/elife-article-xml) so if you have a process that takes JATS XML and outputs a nicely formatted PDF I'd like to see it. The caveat here is 'nicely formatted' - any old pdf is never enough, it must be *pretty*. As a developer and sysadmin I'm happy with 'pretty enough' but there is an awful lot of hand tweaking that goes into the PDF authoring I've seen to make it beautiful. I haven't spent enough time to see how practical it would be to automate.
Luciano, the great thing about XML is the DTD as it describes the 'shape' of the data expected and provides some degree of certainty. DTDs can be extended with new rules. Other tools like Schematron can layer rules on the top. The problem with XML is that it's difficult to navigate and transform. Many tools exist, but it's a very specialized area. Most interactions with XML and HTML these days are shallow - scraping/extraction and output (generating html/xml for other unlucky souls/browsers to deal with).
Because of the unwieldy nature of XML and it's tooling across the different programming languages we use here at elife, we're specifying a version of article data in JSON using JSON Schema (that also describes data 'shapes', like the DTD). It's a huge undertaking and while it doesn't remove our dependency on XML, DTDs, Schematron, etc it is allowing us to move faster with development knowing a whole host of our applications 'downstream' from the article JSON generator can ignore XML entirely.
As Melissa said, XML is our VOR, but, if anything, JSON is the likely contender for our VOR in the (distant) future, with JATS XML, HTML, PDF, etc as derivatives from it.