I think the interesting thing to note here is that for most end users a standard protocol is not nearly as appealing as a standard user interface. Like how most iOS apps follow common navigation paradigms, so users don't need to spend time learning each new one. And how people tend to prefer buying things on Amazon instead of any random webshop. And how WeChat has almost become a little web of its own with custom chat UIs for e.g. ordering pizza. If open software for consumers is ever to stop being beaten by these walled gardens, it needs to get a ton more UX people involved and focus on the end user UX, not just the technical implementation.