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It's also interesting to note that both Markdown and AsciiDoc are implementations that are rooted deeply in rendering end-use artifacts like HTML and pdf.

In the engineering and technical writing fields where multiple departments have to align on a method of building documentation and technical content for users, the goal posts are shifting a bit. Many teams need to provide data that an application will parse and render in some way, and HTML is a poor choice for that. At the same time, just sending markup over the wire has serious shortcomings.

I see Markdoc (https://markdoc.dev/docs/overview#how-markdoc-works) as an early entrant to the next generation of approaches to this problem: source content --> AST --> render. You _can_ write in Markdown and spit out HTML, but that technique is sort of superseded by all the additional functionality (some of which designed to make Markdown a bit more like Asciidoc).