Author here. I struggle a lot with the choice of medium. In many senses Jupyter (IPython Notebook) is fanstastic in terms of workflow. With latex+external program+external data+external output it is hard to keep everything in sync. Here, it all happens in one place. And, of course, it should make it easier for the reader. "What happens if I change this constant?" (A normal question with scientific processing). Trivia…
Despite that, I think EPUB has a much better chance at evolving into something like ipynb than TeX or PDF.