Then maybe we've got them in some false advertising crux ... From their website:
"
The differences between SDAL Format and other proposed solutions promising map media compatibility is that SDAL Format is already in use today by a growing number of systems and applications and is open and available to anyone to use – no strings attached.
"

[Edited Here]

Also:

Q: Is SDAL Format an open standard?

A: Yes. SDAL Physical Storage Format Specification is now publicly available for review. Interested parties can register online to request a copy. If manufacturers wish to implement the SDAL Format PSF Specification, they will be able to do so royalty-free.

Greg