You are printing a formatted string. The {0} means to insert the first parameter following the format string; in this case the value associated with the key "rtf".
For String.Format, which is similar, if you had something like
// Format string {0} {1}
String.Format("This {0}. The value is {1}.", "is a test", 42 )
you'd create a string "This is a test. The value is 42".
You can also use expressions, and print values out multiple times:
// Format string {0} {1} {2}
String.Format("Fib: {0}, {0}, {1}, {2}", 1, 1+1, 1+2)
yielding "Fib: 1, 1, 2, 3"
See more at http://msdn.microsoft.com/en-us/library/txafckwd.aspx, which talks about composite formatting.
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