By rewriting a chunk of Confluence's core code. The /display/ part shows us it's a content page, rather than a functional url. Something is needed there to make that subdivision (or a user could create a page that has the same url as a functional url), and Atlassian have used "display". It would be nice to be able to change it, but it's coded as far as I can tell.
Hi my Community friends! For those who don't know me, I'm a product marketer on the Confluence Cloud team - nice to meet you! For those of you who do, you know that I've been all up in your Co...
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