 Active cards offer plenty of benefits to card authors and user experience owners. You have just one schema that you get a single format minimizing the cost of creating a card and maximizing the number of places where it can be used. Your content can be more closely aligned with what you want to say because you have a richer palette that you can paint with. And your content is also gonna work across a broader set of applications without you having to learn brand new schemas. Your card can also include input controls to gather information back from the user that is viewing the card to create cool forms. In an open card ecosystem, that means that we have better tooling that is shared by all developers.