It is bad business to start your own protocol when there's an existing open standard.
It's like making a new brand of air.
Open standards are a commons. They're a gift. Some idealists and eggheads have already worked out the hard parts. You get that part of the stack 100% free.
Why in the world would you put any effort whatsoever into replicating the free part?
Work on the other parts. The parts people care about and pay for.
