doc(what-is-aurelia): re-worked content extensively

Author: EisenbergEffect

doc/article/en-US/what-is-aurelia.md

@@ -2,7 +2,7 @@
 {
   "name": "What is Aurelia?",
   "culture": "en-US",
-  "description": "Aurelia is a next generation UI framework. Whether you're building apps for the browser, mobile or desktop, Aurelia can enable you to not only create amazing UI, but do it in a way that is maintainable, testable and extensible.",
+  "description": "Aurelia is a modern front-end framework for building browser, mobile and desktop applications.",
   "engines" : { "aurelia-doc" : "^1.0.0" },
   "author": {
   	"name": "Rob Eisenberg",
@@ -37,15 +37,15 @@ Not only is Aurelia written with ECMAScript, but it's also designed to make care
 
 ## [Why choose Aurelia?](aurelia-doc://section/2/version/1.0.0)
 
-Here are a few things that make Aurelia unique:
-
-* **Clean and Unobtrusive** - Aurelia is the only framework that lets you build components with plain JavaScript. The framework stays out of your way so your code remains clean and easy to evolve over time.
-* **Convention over Configuration** - Simple conventions help developers follow solid patterns and reduce the amount of code they have to write and maintain. It also means less fiddling with framework APIs and more focus on their app.
-* **Simple, But Not Simplistic** - Aurelia is simple to learn, but extremely powerful. Because of the simple, consistent design, developers are able to learn a very small set of patterns and APIs that unlock limitless possibilities.
-* **Promotes the "-ilities"** - Testability, maintainability, extensibility, learnability, etc. These are often referred to as the "-ilities". Aurelia's design helps developers naturally write code that exhibits these desirable characteristics.
-* **Amazingly Extensible** - Aurelia is highly modular and designed to be customized easily. Almost every aspect of Aurelia is extensible, meaning developers will never hit a roadblock or have to "hack" the framework to succeed.
-* **Web Standards Focused** - Focused on next generation JavaScript and Web Components, and avoiding unnecessary abstractions that obscure the underlying web, Aurelia is the cleanest and most standards-compliant framework today.
-* **Integrates Well with Others** - Because of the extensible design of Aurelia and a number of core technical considerations we made early on, it's easy to integrate Aurelia with any 3rd party library or framework. For example, you can easily integrate with jQuery, React, Polymer, Bootstrap, MaterializeCSS and much more.
-* **TypeScript Support** - Each Aurelia library is released with its own d.ts files. We also have official TypeScript beginner kits and production quality starter kits.
-* **An Official Product with Commercial Support** - Libraries like Angular, Polymer and React are neither official products of their associated companies nor is any official support or commitment to the library by the company guaranteed. However, Aurelia is an official product of Blue Spire Inc., has enterprise support available and we are committed to it over the long haul. If you are building core technology for your business, you want to know that your technology provider is as committed as you are. Aurelia is a clear choice.
-* **Thriving Community and Ecosystem** - With one of the largest and most active developer gitter channels in the JavaScript world, a huge number of contributors and a large active core team, Aurelia has an amazing community. Our ecosystem also includes video training resources, books in production, master class opportunities, upcoming conferences, component libraries, tooling, an official partner network and more. Aurelia has been used to build just about every type of application and is used by large, well-known multi-national companies and enterprises.
+There are many frameworks to choose from today. We believe that Aurelia provides a fresh and exciting approach to front-end development with power and flexibility that is unmatched by other options. That said, we recognize that each team and each project has different needs. You might find Aurelia to be the right choice for you if...
+
+* **You want an all-in-one solution** - Aurelia provides core capabilities like dependency injection, templating, routing and pub/sub, so you don't have to piece together a bunch of libraries in order to build an application. On top of this rich core, Aurelia also provides a number of additional plugins for internationalization, validation, modal dialogs, UI virtualization and much more. You also don't have to cobble together a bunch of different tools. Aurelia provides a CLI for generating and building projects, a browser plugin for debugging and a VS Code plugin as well.
+* **You need blazing rendering speed and great memory efficiency** - In 3rd-party benchmarks like DB Monster, Aurelia renders faster than any other framework today. Because of its batched rendering and observable object pooling, Aurelia also utilizes less memory and causes less GC churn than other frameworks.
+* **You require the safety of uni-directional data-flow, but need the productivity of data-binding** - Aurelia features an observable-based binding system that uses uni-directional data-flow by default, pushing data from your model into your view via a highly efficient, DOM-batching mechanism. Two-way binding can also be leveraged for HTML form controls, allowing for increased developer productivity, without sacrificing the safety of uni-directional flow or that of component encapsulation.
+* **You desire API stability amidst a turbulent JavaScript landscape** - Aurelia follows Semver and works hard not to make breaking changes to its APIs. We're proud to say that we've continued to innovate and advance the platform while having no breaking changes to core framework APIs since our 1.0 release on July 27, 2016.
+* **You value high standards compliance** - Focused on ES2015+ and W3C Web Components while avoiding unnecessary abstractions, Aurelia provides the cleanest and most standards-compliant component model you'll find anywhere.
+* **You think a framework should "get out of your way"** - Aurelia is the only framework that lets you build components with plain, vanilla JavaScript. The framework stays out of your way so your code remains clean and easy to evolve over time.
+* **You like programming models that are easy to learn and remember** - Because of its simple, consistent design, developers are able to learn a very small set of Aurelia patterns and APIs while unlocking limitless possibilities. Simple conventions help developers follow solid patterns and reduce the amount of code they have to write and maintain. This all results in less fiddling with the framework and more focus on the application.
+* **You prefer a platform that integrates well with other frameworks and libraries** - Because of the extensible design of Aurelia and its strict adherence to web standards, it's easy to integrate Aurelia with any 3rd party library or framework, including jQuery, React, Polymer, Bootstrap, MaterializeCSS and many more.
+* **You love or want to be a part of open source** - Aurelia is open sourced under the MIT license and doesn't add or remove special clauses or conditions to the license. We're proud of the work our community has done together and we'd love you to join in and help us make Aurelia better for everyone.
+* **You thrive on being part of a welcoming community** - With one of the largest and most active developer gitter channels, a huge number of contributors and a large, active core team, Aurelia has an amazing community. Our core team and community love to welcome new developers and we all work hard to help each other succeed.