Thats my initial thought after reading the linked article. Sure would be great if they finally get round to implement a improved data interchange format, and it sounds like that they will include cartographic formatting as well. Let's see how this pans out and if this gets any traction.
Spatial Knowledge, my personal blog.
Looks similar to the "bind" or "wblock" command in AutoCAD (or one of those commands); also looks like it could be similar to a Manifold "map" file.