I thought that the only kind of institution that could initiate the Open Textbook thing was a governmental one. I found out my mistake when I check CK12. This is a non-profit organization that is taking the idea of free content further; beginning with early education. You can check their website where they explain their idea in a plain, simple way:
CK-12 Foundation is a non-profit organization with a mission to reduce the cost of textbook materials for the K-12 market both in the U.S. and worldwide. Using an open-content, web-based collaborative model termed the “FlexBook,” CK-12 intends to pioneer the generation and distribution of high quality educational content that will serve both as core text as well as provide an adaptive environment for learning.
Of course, I am not sure if this initiative would be sustainable or if in the near future someone is going to change the 
licensing scheme. Nevertheless, the idea of this “group of visionary advisors and highly accomplished Silicon Valley engineers” is really good. Teachers (well most of them) know better about the quality of their textbooks and what changes can be done to improve them. Collaboration, usually leads to better products.
There are also some problems about contents that will surface eventually (evolution someone?). For example, I don’t know about the website keeping the right of all content, as they said in their Terms of Use. Could that mean that the owner can eventually sell the content? That’s not the kind of openness we are looking for.
I told a friend about CK-12 and how I thought that only governments were able to initiate this kind of projects, she told me: “well, Silicon Valley is like a country in its own”.
