There can't be a similar process of standardization if there is no cooperation between supply actors, and there will not be cooperation if the market is complet

There can't be a similar process of standardization if there is no cooperation between supply actors, and there will not be cooperation if the market is completely open. There is a tradeoff between scalability and competitiveness. If your product can easily penetrate a market without any more than a few tweaks it means it is also easily replaceable, and you'll be competing through non-functional aspects.