I’d setup a working group to invent something new. Many of our current formats are stuck in the past, e.g. PDF or ODF are still emulating paper, even so everybody keeps reading them on a screen. What I want to see is a standard document format that is build for the modern day Internet, with editing and publishing in mind. HTML ain’t it, as that can’t handle editing well or long form documents, EPUB isn’t supported by browsers, Markdown lacks a lot of features, etc. And than you have things like Google Docs, which are Internet aware, editable, shareable, but also completely proprietary and lock you into the Google ecosystem.