I think this effort is misguided, they are attempting to take something that has a specific purpose and does it well, and subvert it into something that other a

I think this effort is misguided, they are attempting to take something that has a specific purpose and does it well, and subvert it into something that other applications and formats do well. Pdf's aren't promoted as a portable editable format, but a portable, sharable, and archival format. Why promote PDF over ODF? Is the issues of document reflow, of an editable document such an issue that they need to develop a new set of tools, and change the structure of PDF to resolve the issue, if that is the case, it seems they could contribute to resolving the issue in ODF?