The W3C’s direction with web standards was heading towards a strict and true XML standard for HTML, starting with XTML 1.0 which was really not much more than well formed HTML4.0. Recently though, from competing pressure from the browser vendors to develop technology in new directions with more focus on adding support for new rich features for developers, the W3C cancelled XHTML2.0, conceding to the general direction the industry is taking with HTML 5.0 instead.