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There have been many developments in creating documentation systems, with the assumption that the nature of the content - the tone of voice, the writing style - should remain essentially the same. We investigate whether the tried-and-tested technical communication writing styles from past decades still make sense today. We look at the reasons why some organisations, such as Facebook, Google & Mozilla, might be "breaking the rules" in the User Assistance they provide. We also look at how structured, adaptable, intelligent content becomes important for organisations that do decide to change.