I agree it often does. That's not to say that concerted effort can't make a change though. The internet itself works this way, partially because there wasn't a lot of concerted commercial interest initially, and partially because there existed standards, and that's cheaper.
It's hard for any one company to compete with Google or Apple when they decide to make their own standard and it's semi (or totally) proprietary, but then there's hardware and manufacturing it's harder to be totally dominant. If there's hundreds of companies that all do it a standard way, there's a lot less use in being the one company that's not compliant. There just needs to be something for all those other companies to target.
That's not to say it succeed, but if there's a chance, I think it's worth it to try.
I simply think the real it turns out somewhat different. Sadly.