Ask HN: Could .html replace .doc?

Microsoft's strategy under Nadella seems to be a continuation of Embrace, Extend, Extinguish. It's welcome at first as interoperability between platforms and devices is nice for the end user, but once it's time to Extinguish, what choices will we have to Microsoft and the Office platform, etc., being that much of our information will be stored in those formats.

Anybody wanting to compete with Office has to offer support for .doc, but how about establishing new, non-Microsoft formats?

If a group of competing companies appeared, would their best bet be to work together to create software that uses HTML as their document format?