I think Open Document XML solves a problem--it's just not an immediate problem. It won't make saving and emailing around a document easier, but it will make interoperability (I'm talking even between two versions of Word--not just between word processors) simpler. Even if it's not supported you have some recourse for extracting data. Tragedy of the commons.
Google has an advantage because there's an obvious win over the old standard and they offer a big enough buy-in. GIF, for example, is generally better served by PNG. But adoption has been slow because the benefits aren't good enough and wide support took awhile to get implemented.