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The main concept of creating a site is like creating a book. Follow the same rules. Why overcomplicate things?
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Probably because nobody calls a book a Content Management System. Heck, nobody calls a printing press a layout or content management "system." First step, don't call it a CMS. Second step, use Bluo. Uncomplicated.
People won't apply the mumbo jumbo if you just call it what it is: an online page layout app.