[en] We outline recent developments in the experimental studies of the EMC effect which suggest that the proton-neutron short range correlations (SRC) play dominant role in the EMC effect. In combination with experimental evidence that the SRC are predominantly nucleonic these observations lead to even more stringent restrictions on the theoretical models than the ones which were discussed in the analyses of the nineties. It appears that only class of models where nucleons in SRCs are strongly deformed only in rare large x configurations does not contradict to the data. A mechanism of such deformations related to fluctuations of the interaction strength is outlined. The results of the global analysis of the centrality dependence of the jet production data in proton and deuteron-nucleus collisions at the LHC and at RHIC are presented. They appear to confirm the theoretical expectation that configurations of a proton with a large-x parton, x_p > 0.1, have a smaller than average size and hence could be relevant for the explanation of the EMC effect. (author)