I dont understand why html as a portable file sharing option isnt more of a standard.. 1. Universally renderable 2. works for any kind of media 3. completely customizable 4. Easily portable.

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HTML relies on either additional files or hosted for things like images, also not sure if models exist for constraining printable proportions. Not saying PDFs are good but not sure html is the solution either.
I've done it before, the HTML page contained everything from scripts to files that could be downloaded. Extra points that it can be sent as email and be rendered properly since everything is inside the HTML code.