There isn't an alternative, largely i think because XML people come at the problem from the idea that documents are primary, not just artifacts of programs.
Also, there is a whole world outside of software development: The world, that uses this software. And that world produces documents, that need to be managed. And those, who manage them, are users, not programmers.
Also, there is a whole world outside of software development: The world, that uses this software. And that world produces documents, that need to be managed. And those, who manage them, are users, not programmers.