The Document Freedom Day website reports:
ODF is the only Open Standard (as defined by the FSFE) that fits all common uses of an office document format.
FSFE says that PDF disqualifies as office document open standard for a number of reasons. On the contrary Theora is reported among Media Formats. Theora video codec is free of patents, but unfortunately is not an open standards yet and I don’t understand why they mentioning it.
Freedom it is (still) about choice.