The author argues that the content of a publication, that is, what we discuss, evaluate and judge, is no longer the alpha and omega of a scientific publication, its center of gravity. Metadata has become the protagonist of the communication of science. The consequences of such a profound change are gradually changing the practice behind the profession of writing, they even affect the way we do research, to the point of changing the very meaning of the word "book". A book is more and more an iceberg whose emerged part is its content while the immersed part is its metadata. The "FUP Scientific Cloud" project of the Firenze University Press captures this ongoing change to increase the dissemination and impact of its monographs. The author argues that in a world where metadata and dissemination of a scientific discovery go hand in hand, metadata will be jointly responsible for the success of a scientific article.
Keywords: Two-dimensional Book, FUP Scientific Cloud, metadata, dissemination, impact.