I had a fun time recording and presenting this talk alongside my Precision Content colleague and former University of Toronto professor Keith Schengili-Roberts for ConVEx 2021. Keith talked about the “the business of DITA,” touching on those industry sectors where DITA works best and where other structured authoring standards make more sense. I come in the second half to talk about “DITA and its Discontents,” or why teams abandon DITA and what sorts of opportunities for improvement lie on the DITA 2.0 horizon.