In this script, using php's return will not work, whereas echo will. Thing is, if I use echo, and someone where to access the page directly, they would be able to see the output without the formatting.
<script type="text/javascript">
$(function() {
    $('.callAppend').click(function() {
             $.ajax({
                type: 'GET',
                url:  'recent.php',
                dataType:'HTML',
                cache:false,
                success: function(data){
                console.log(data);
                //}       
              },
            });    
        return false;
    });
});
</script>
This the php script
<?php
$feedback = 'Hello this is the php page';
return $feedback; //Use echo, and all works fine.
?>