The industry has always been this way. Back in the day there was many many processor ISAs that are now consolidated. There was been many networking standards that consolidated (IPX/SPX anyone?) New things often diverge because of new requirements not out of spite. There is a push and pull between standardization and innovation. Doesn't make it particularly unhealthy unless you can point to specific metrics and compare trends throughout the long arc of time.
For explicitness Google uses stubby which shares a lot of interface level commonality with gRPC but there's differences at a runtime level. Nobody is slinging json or soap around Google data centers.
I suppose when some people advocate for "standards" they just mean the shitty systems prevalent in the industry they happen to have been used to.
Japanese Bullet Train technology
Very soon, we will have providers/companies/champions/fighters that keep building the middleware transports to connect their behemoths.
Btw, someone somewhere popped up a better term — AGAMEMNON (Apple, Google, Amazon, Microsoft, Ebay, Meta, Nvidia, OpenAI, Netflix)
HTTP/2 is that. The version 3 is... quite great, and not really originary from there.
And gRPC is some self-contained thing that doesn't bother anybody.
I do really agree with your point. But those examples are bad, and yet another non-standard cloud service isn't also a good example.
What strings you ask?
The top hits Google captured from their data centre egress.
E.g.: https://www.ietf.org/archive/id/draft-ietf-quic-qpack-20.htm...
Notice that "content-encoding" includes br (Brotli), a Google compression algorithm that essentially only they were using at the time.
This is one excellent example of the reason that increased/renewed anti-trust actions by the FTC are necessary.
They haven't said much lately about sending content updates to their CDN nodes, but I think the throughput requirements on that isn't as high.
The IT ecosystem has fragmented into mutually incompatible cliques. You are either in the Google ecosystem, the Amazon ecosystem, or some other one, but there are no more truly open and industry-wide standards.
Look at WebAuthN: it enables a mobile device from "any" vendor to sign on to web pages without a password. Great! Can I transfer secrets from an Apple iPhone to a Google Android phone? Yes? No? Hello? Anyone there?
I just got a new camera. It can take HDR still images, which look astonishingly good. Can I send that to an Apple device? Sure! Can I send it to a Google device? Err... not without transcoding it first... on a Microsoft Windows box. Can I send it to a mailing list of people with mixed-vendor devices? Ha-ha... no.
This is the best argument I've seen for splitting up the FAANGs + Microsoft + NVIDIA. Once they get to this behemoth trillion-dollar scale, they become nations onto themselves and no longer need to cooperate, no longer need to use any open standards at all, and can start dictating and pushing third parties around.
Another random example is HTTP/3, which is basically the "What's best for Google" protocol.
Or gRPC, which is "What Google needs in their data centre".
And now Falcon, which is "The transport Google needs for their workloads".
Does it work for anyone else? I don't know, but it's a certainty that Google doesn't care and never will, because they don't need to.