As far as I recall all these huge companies weren't excluded from these open protocols and now look at them. For instance - email, try hosting your own email server and see how quickly you will be filtered to spam on most email providers.

A perfect example of something being embraced by huge companies, then extended, and then finally extinguished and no longer viable to do by small parties.

Gmail even marks new Proton mail account emails as possibly "malicious", yet does not do this for their own service.