...doc/lit means you don't need to care about 1 or 3 - you specify the XML format and let the clients worry about how they want to handle it. 2 is a separate issue...
IMHO, Web Service Message design has been an afterthought of the spec working groups that comprise your typical WS stack. You need to know a lot of grunge to design an easy to consume service:
1. XSD - what to use and what to avoid is the hard part especially when modeling non trivial data. What will axis do with a .NET DataSet, or collections or...
2. WSDL - WSDL 1.1 is chaos. Hopefully WSDL 2.0 will improve that but it looks m ore complex not less to me though several problem have been addressed. There is the question of migration from WSDL 1.1 to WSDL 2.0 as well. Not exactly straight forward.
3. Various language bindings. What will you interface be like to code against in the foo language?
As I've said before, I think it's unfortunate that JAX-RPC/Axis is coming from such a strong rpc/enc orientation. I think an API for doc/lit services can be *much* simpler than the current mess of stubs, ties, wire, duct tape, chewing gum, etc.
- Dennis