Yes, but it is all about market share. If 99.9% of all mail originate from gmail+outlook then they can (and will) pretty much ignore the rest. The less domina

Yes, but it is all about market share. If 99.9% of all mail originate from gmail+outlook then they can (and will) pretty much ignore the rest. The less dominant they are the more they are forced to be reasonable. JMAP will help diversify the market as well as simplify the process of creating competing products. And has the potential to vastly increase demand for native clients and proper support from webmail vendors. All of the above will work towards lessen the dominance of gmail etc. It isn't anything by itself but I believe it is a requirement going forward. Because IMAP doesn't cut it, so everyone has to create their own crap, which won't be as "good/easy/cheap" as gmail.