The whole point of an open standard is that it allows anybody to compete in a particular market, e.g browsers or word processors.
As soon as you have an open standard for distribution, you basically have something like bit torrent where the content producer/rights holder is in the same marketplace as the pirates or anybody else wishing to redistribute the same content under different terms (i.e free).
But you could have an open distribution model that is compatible with a parallel financial model. For example, fund an art project on kickstarter and then distribute it using an open standard. Or distribute your for free game in an open standard then charge for players to play in your server which has exclusive closed data that they might care for.
In fact in most cases that's all startups are, someone trying get between a customer and something they want. Hopefully adding some value on the way.
Facebook: Want to talk to your friends? Talk through us.
Dropbox: Want your files? Get them from us.
etc etc
If startups were serious about decentralizing anything they would be developing P2P protocols and open formats, not putting everything behind a big web app wall (with ads).