"The widest history of computing shows that Open Format always beats proprietary – always."
PDF is by Adobe.
DOC is by Microsoft.
GIF was originally by Compuserve
All are now considered standard file formats.
Many times commercial standards become defacto universal standards.
Are they now open? Depends on what you consider open. People can, and will, split hairs all day on that definition.
But I do know that in the computer world, many times what was considered a proprietary system is now, more or less, universally adopted in many cases. (Look at how many e-reader applications support EPUB and MOBI format)
So you may not have a Kindle app. And this is cool. But you may as well rail against not wanting to use a PDF reader, look at GIFs or open a Doc file.
Counter point? How many of us send ODT files, esp in he business world? :)