In spite of its inherent ubiquity, over the years HTML has been pushed to achieve goals it was never designed for. Conceived as a document-oriented markup language, it ended up being ubiquitously used to lay out web pages and gained extra features along the way to make new emerging goals reachable. Indeed, it's a "catch-me-if-you-can" kind of game where the goal of building compelling web pages is a fast moving target that HTML alone (with the bother of standards) can't just hit. We need an app-specific (or just a a web-specific), HTML- and CSS-based new markup language. Web components are the teh W3C answer, tag helpers are the ASP.NET's take. In this talk, we'll see how to build server-side tag helpers (Bootstrap-friendly) with ASP.NET 7 to greatly simplify Razor views and pages and give them an unprecedented level of expressivity.