"guitars": [ "Parker Fly", "Ibanez Iceman", "Ibanez Talman" ]
Before JSON the most popular data transport format was XML. JSON has largely usurped XML in the role of transporting data, due to its compatibility with programming languages, and the fact that data encapsulated in JSON is a smaller file than the equivalent data encapsulated in XML. Despite this, XML does still see significant use.
Read more about JSON at these resources: