Surely there must be some path like: org -> docbook -> (any-of)rtf,doc,odf
etc??

Here are some links but they all seem old and half done

http://wiki.services.openoffice.org/wiki/Xml
http://xml.openoffice.org/xmerge/docbook/
http://ebellot.chez.com/ooo2sdbk/ (in french)