I agree with @osioke, being able to choose a custom folder name would be great — I was about to create a post on this topic, but since I've found this thread I just joined in, so I'll share here some thoughts on this. I find that having only the "docs/" folder as an option for serving GH-Pages contents directly within the main repository is very limiting. The idea of hosting the GH-Pages contents inside the repo is a really cool feature, which I use a lot for online documentation, since it allows smart reuse of the repository contents to generate the documentation without having to work across orphan branches. But in most cases, I find the "docs" folder name problematic, for I'd rather use that folder for the software/project documentation, whereas for the GH-Pages contents a folder named "www" would have been more intuitive and practical — or at least the freedom to rename the folder as I please.
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