The problem with both converting SWF and PDF into more 'open' formats is not that they're proprietary (SWF specs are freely available no anyone; not sure about PDF) but that they're final formats. PDFs, for example, retain information about how something should be rendered, not edited; hence why blocks of text get cut when trying to convert it to anything (there's no text flow information). In the same way, images are downscaled, transparencies are flattened or rasterized, fonts are broken down... there's too much lost. A SWF is the same; it'd be better to work from original files and projects (similar to what Wallaby is trying, and maybe Hype?) to 'compile' everything to HTML5 (or whatever output format) than trying to transcode something from a format that was optimized for one specific kind of player.