While HTML encoding content is often a good best practice, there are times when the content you are outputting is meant to be HTML or is already encoded – in which case you don’t want to HTML encode it again. 

ASP.NET 4 introduces a new IHtmlString interface (along with a concrete implementation: HtmlString) that you can implement on types to indicate that its value is already properly encoded (or otherwise examined) for displaying as HTML, and that therefore the value should not be HTML-encoded again.  The <%: %> code-nugget syntax checks for the presence of the IHtmlString interface and will not HTML encode the output of the code expression if its value implements this interface.  This allows developers to avoid having to decide on a per-case basis whether to use <%= %> or <%: %> code-nuggets.  Instead you can always use <%: %> code nuggets, and then have any properties or data-types that are already HTML encoded implement the IHtmlString interface.