ICE Storm architecture is used to embed rendering of any content in a browser. The rendering modules are loaded dynamically along with the data. This means that if a person has his/her data in some weird format that is not easily representable by standard formats that a browser support, he/she can write a simple rendering module (ala Netscape plug-in) and provide it along with the data.
An early technology demo has been released and is available from http://www.icesoft.no/ICEStorm. It can standard html 3.2, play media files (using JMF) and displays propriatory 3d formats. The 3d rendering is OpenGL-based and uses Magician as OpenGL-to-Java bindings.