Macros allow you to include little scripts in your HTML text. The renderer evaluates the scripts and replaces them with the text they return. All professionally-run sites need macros. Some web authoring systems running on Unix already have them. I know this for sure, this is the most powerful macro facility for web development on the Macintosh.
Hierarchy is a very religious concept.
I'm getting ready for some debates on this subject. Oh man that was fun. Object oriented is a powerful way to do websites. It gives everything a place. That one change in thinking made the design glitches disappear.