Why no native open document format?

I'm currently working on a draft for a native document format
like ODF (OpenDocument), but beeing more "professional" while
supporting color management, intermedia representations, product
definition and job networking with easy file exchange.
All needs to this document format are based on solving
current problems with proprietary formats, dump applications and
mostly conversions.
As I can see the workflow would be: converting the
application document format (e.g. InDesign) to PDF and then it will
be converted to Mars to be processed with XML tools to be converted
to PDF... this will multiplicate all problems that currently exists
in document processing!
So I'm wondering why Adobe released a document format that is
made to be converted and not a document format that is supported
natively without conversion?

But nobody deals with this intention!?
The intention that Adobe makes public is: There is PDF, there
will be PDF and will will be PDF and by the way we have there a
little Mars format where can use your XML tools to modify the
document easily, but pleeease convert this back to PDF!
Why Adobe doesn't force the native support? This would be the
(r)evolution, but not one more destination to convert to and to
have problem with.

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