You are looking at the HTML representation of the XML format.
HTML is good for debugging, but is unsuitable for application use.
Specify the format parameter to change the output format.
To see the non HTML representation of the XML format, set format=xml.
See the complete documentation, or API help for more information.
<?xml version="1.0"?>
<api>
  <query-continue>
    <links plcontinue="1|0|Museum_of_the_American_Quilter&#039;s_Society" />
  </query-continue>
  <query>
    <pages>
      <page pageid="1" ns="0" title="Main Page">
        <links>
          <pl ns="0" title="Canadian Quilt Collections" />
          <pl ns="0" title="Contributor Resources" />
          <pl ns="0" title="Educational Rationale" />
          <pl ns="0" title="Fabric Dating References" />
          <pl ns="0" title="Getting Creative" />
          <pl ns="0" title="Getting started" />
          <pl ns="0" title="Glossaries of Quilt-Related Terms" />
          <pl ns="0" title="H-Net Member Portal" />
          <pl ns="0" title="Lesson Plans" />
          <pl ns="0" title="Michigan Quilt Collections" />
        </links>
      </page>
    </pages>
  </query>
</api>