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genius and the impossibility of teaching writing
To me, it's a sign that our colleagues in literature are starting to see what folks in writing have seen for a while now: the power is shifting away in English departments away from "literature" types to "writing" types, and MLA/literature in the know are trying to stay viable. Too little too late, IMO.
So I too would bet on the hammer, and I would also bet on the kind of folks who are more likely to attend the CCCCs or C&W or the Watson Conference to be able to work with and not against that hammer.
And if you want to explain something new about physical organic chemistry, you'll do it in writing. The journal may look bloggish by 19th century standards, but it'll still be a journal. (And some of those journals will still be called "Letters", even though chemists don't primarily publish through circular letters anymore. And some will be called "Transactions", even though hardly any chemists report their results in after-dinner speeches to a club meeting upstairs at a tavern.)
Yet, as you suggest, the text could be combined with any number of media, as we are already beginning to see. And this could alter the way text functions. Further, the collaborative potential of networked media might change the way we share information. As you say, "letters" aren't letters anymore. The future relationship between author and audience in a specialized academic community might shift. If I only have a couple hundred readers for my research anyway, maybe we collaborate on our scholarship rather than tossing finished products back and forth.