It is hard enough for people to understand what protocols such as TCP/IP do. These open standards however are invisible to most of them, even if they’re using them on a daily basis. Other open standards, such as OpenDocument Format, are probably not conceivable by some people, who think that an office document is “an extension of Microsoft Office”. I have even heard of teachers, here in France, who refused to even mention ODF because such a thing “could not possibly exist”. The conceptual distinction between a file and an application has not permeated much, even in the twenty first century.