Elsevier Labs is inviting creative individuals who have wanted the opportunity to view and work with journal article content on the web to enter the Elsevier Article 2.0 Contest. Each contestant will be provided online access to approximately 7,500 full-text XML articles from Elsevier journals, including the associated images, and the Elsevier Article 2.0 API to develop a unique yet useful web-based journal article rendering application. What if you were the publisher? Show us your preference!Elsevier are clearly looking for ideas (they also have their Grand Challenge), and there's been some interesting commentary on the Article 2.0 contest.
The site provides some sample applications (written in XQuery), which you can play with by going to the list of journals that are included in the challenge and clicking down through volume and issue until you get to individual articles.