Messaging protocol and SDK for Web3 should be developed as pure public good. 
Created & run by a DAO a la ENS (or even traditional OSS) vs a business (that has to look for a moat / biz model).

Ecosystem and product builder.

0xa5ad.twitter

I think apps are worried about one way doors with dependence on an external solution, and hence rolling their own. Would love to hear people feel differently on this.

Then this is a lego block used in every Web3 app. "X-" headers (a la smtp) allow some extensibility but adhere to RFC spec.