They have to keep in mind: it will be more expensive (significantly, and in competent people, not only $$$) as you cannot beat big tech with their thousands of billions of $ and the fact they are scaled on a worldwide scope. And with a long term perspective, it is going to be even harder and more 'expensive': being independent and small has a price.

Just do not go on the ground of their "complexity", if you do, you are done for, going to be hell (specs subset only of file formats/protocols, and/or very simple alternative file formats/protocols, think docx vs utf8 text file).

And you better work on those technical regulations, and it is hard since it must not imped real and pertinent "progress".