[tikl1]

Not sure about them in particular but usually those initiatives also glorify open standards and the fact that even if the company disapear in 10 years, they will allow you to walk away with all your data in standard formats allowing you to continue your journey with another provider that uses this standard. Which is not obvious with some major companies using their own data models. (although I've heard of some bankrupting companies that made efforts to let users backup their datas before the end).