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I've seen "returns JSON with Html content" on paginated websites. Not great for consuming/scraping the data as a customer; and simplifies server-side/clientside contract about UI.
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IMO, what's valuable about GoodReads is the data: the books and the user reviews. (DuoLingo is the same). One user's data alone isn't valuable enough to that user. 3rd party API makes more sense for e.g. GDocs or whatever.
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