I have now spent a decade convincing engineers and technical writers to use AsciiDoc markup for as much of their product documentation as is humanly possible. Few if any of them have regretted adding AsciiDoc to their skillset or switching to it entirely, so now I hope to make the case for a general audience.
This article collects the arguments I have long used to help writers and software developers see that AsciiDoc is far and away the optimal solution to nearly all documentation matters beyond API docs (where more structured approaches are called for).
For anyone using docs-as-code workflows and free, open-source software, the main competitor for AsciiDoc is Markdown, which many developers love and swear by. For this reason, I will compare/contrast AsciiDoc and the collective flavors of Markdown.