The Web could only grow because it was based on two complimenary standards — HTML for the documents and HTTP for the transport (that grew into a monster over many years, but that is a different story).
In social networking we now see one truly open approach (ActivityPub) and a bunch of proprietary protocols with BlueSky's ATPROTO being the most pushed one, with a new $30M boost from people that, IMHO, care more about owning than about sharing. Guess which standard I prefer ;)