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>
    <embeddedin eicontinue="10|Stub|4524" />
  </query-continue>
  <query>
    <embeddedin>
      <ei pageid="1443" ns="0" title="Carolyn Arends" />
      <ei pageid="1650" ns="0" title="Roxanne Flagler" />
      <ei pageid="2542" ns="0" title="Anita Paul" />
      <ei pageid="3234" ns="0" title="Ron Csillag" />
      <ei pageid="3235" ns="0" title="The Centre for Faith and the Media" />
      <ei pageid="3661" ns="0" title="Judy Rushfeldt" />
      <ei pageid="3760" ns="0" title="Shai Awards" />
      <ei pageid="3855" ns="0" title="Sheila Wray Gregoire" />
      <ei pageid="4104" ns="0" title="Electronic Christian Media" />
      <ei pageid="4183" ns="0" title="David Graves" />
    </embeddedin>
  </query>
</api>