It sounds like what they are doing with LiveCycle.

>What are Intelligent Documents?
>
>A document is a portable and organised way of presenting information.
>Intelligent Documents are documents that do this whilst achieving the
>purpose for which they were created.  It is Intellidoc's aim to help
>organisations achieve greater success through the use of Intelligent
>Documents.
>
>In an age where we have become immune to much of the information around
>us, intelligent documents stand out as being refreshingly different,
>because amid all the paper and Internet pages, they are different.
>
>Examples of Intelligent Documents:
>Business cards that gain appointments 
>Marketing that gets a response 
>Headings that are noticed 
>A webpage that convinces those looking at it that they should find out
>more 
>A message that entices you to pass it on to others you know 
>Application forms that encourage the right information to be given  
>Product manuals that enhance the buying experience 
>Sales collaterals that build sales 
>Point of Sale that scream out to passers by 
>Detail sheets that inspire confidence 
>An image archive that shows consistent value I don't see the value in
>this.
>Intellidoc provides organisations with the support, technology and the
>method of producing and promoting intelligent documents
>
>Clik here to read about UnIntelligent documents.

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