"That's a good observation. There's no reason all this has to be in the same place. You could imagine, for example, a blog with multiple writers who all host their own JSON for their own articles and it gets pulled and put together (with a house style) for a group blog. And as you say, there's no reason to keep the level of granularity at the blog post level. Could be paragraph level, etc. We do that with pictures all the time. No reason not to do it with paragraphs or sentences for quotes. Thanks!" - Phil Windley