The people use products, which then implement some protocol. If you go down to the nearest supermarket and ask what people use to visit their news website of ch

The people use products, which then implement some protocol. If you go down to the nearest supermarket and ask what people use to visit their news website of choice, I'm willing to bet that 99+% will name a browser or a phone type and a very very small minority will answer HTTP, even though technically all of them use HTTP. You'll get similar answers with email and SMTP. The general public is just not very interested in the implementation details of technical products, as long as they work well enough and don't cost a lot. If you really want incentivize companies to implement open protocols, find a way for companies to make more money with the open protocol than with the walled garden, because companies is where most of the engineers are and they are the ones that will make it if the incentive is there.