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Hi Henkvdg
This format has been around for a while, previously known as Open eBook. The XML specification is at 1.2, the container format (basically a structured zip file) that you point to here was released a couple of months ago.
As you point out - these are open standards along with the OpenReader format (have a look at Alexander Turcic's previous thread in the News section commenting on the 2 competing open formats).
The main current problem with both formats are twofold - firstly not many publishers are publishing for these standards, secondly, there are few software readers around to read the formats with ... :-(
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