Reading Bazerman's text on Writing - What Writing Does and How It Does It [I know, you're thinking Snore Fest but it's actually quite compelling, for an academic text.]
It is interesting to analyze and study how a text comes into being, from the author's notes and ideas to the revisions and multiple drafts to finally a published work. And then you have all the authors and texts that influenced and suggested the current writer's new work. The chain of influence - the weaving and fusing of past ideas into one's own.
This applies to web sites, print, advertising, film scripts, novels, non-fiction and more.
I will expand more on this soon. Reality calls me.