4. Economic incentives for the current entrenched players to participate, or for everyone to abandon the entrenched players for new open ones. That's by far th

4. Economic incentives for the current entrenched players to participate, or for everyone to abandon the entrenched players for new open ones. That's by far the hardest part, and I'm skeptical it will happen anytime soon. I suspect things will shift eventually as the market changes (e.g. the shift from desktop to mobile), but I doubt it will be toward openness absent government regulation the forces it.