The fundamental problem, for the organisation (or individual) looking at modifying the shape of this space is: how do I sustain my own efforts?
Microsoft threw a moat around a commodity by way of per-CPU licensing -- the phenomenal break which launched an empire.
Microsoft were threatened when its monetisation gateway -- shrinkrwaps, preloads, per-CPU licenses -- was challenged by DR-DOS, Novell, Sun, Netscape, Linux, BeOS. And ultimately Google, Search, Ads. And Gmail.