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Responsive design ensures our content shows up on screens of any size. Responsive content is the next step as users expect flow from one screen to the next & incorporate their screens into their lives. What if content was delivered based not on just your interests, but what you're doing? For instance, if you're commuting, what if you got an article to read or a film to watch that you'd actually be able to finish... rather than missing your train stop while still deeply engrossed? Users are willingly sharing their data. It's time we take notice & rather than disrupting their lives, work to fit into them more seamlessly.