Sometimes its easy to forgot that open source and standards are never about the openness, its about power and money. That's why google will never take the same path as mozilla, nor apple, nor microsoft in HTML 5, as the standards are codec-agnostic. Even MPEG-DASH, that is a true candidate to get rid of all the browser plugins (might it be silverlight or flash) have not agreed on codecs, rather the format for how the bits and bytes are been delivered.
A number of attempts has been made to standards, everyone remembers the fight for next-gem DVDs, even how DVD+ and DVD- came to live.
If google creates a codec no one else will support it, and the other way around. we don't have a standardization body that is wrong enough to take the burdon to create the standard without the help of the companies with the money and resources, this is just how it is, and always will be.