Many websites use XSL to style RSS output, creating a nice XHTML output. This helps to not scare away new users, and provide information on how to use the feed, links to a few aggregators, etc.

I think Jira would benefit from styling its XML issue view. To most of our users, the XML link on the search page appears useless, spurting out some programming language. A heading describing the content and how it might be used would help users discover the benefits of the various RSS technologies.