If the cost is great enough, why hasn't a new standard been adopted? Is it that there aren't better options, or is it the challenge in getting enough buy in on

If the cost is great enough, why hasn't a new standard been adopted? Is it that there aren't better options, or is it the challenge in getting enough buy in onto one specific option for it to be of use and capable of being seen as a new standard? The article mentions some newer options that are better but cost more, but where is the OSS version? Surely major websites have the incentive to create one that they can then use for free.