I feel like the real battle is not in things like this, but bigger future stuff. TBH - I think the future of the web will be different, and will render the past stuff irrelevant, and so the main aim is that the "big players" aren't allowed to gatekeep, and block future development via legal means.

Stuff like net-neutrality, and legality of reverse engineering protocols and APIs are key to this. The Ad-war is far from over, so long as people still own their own things - this is why I see the cloud, or at least the monopolisation cloud, and the monopolisation of certain hardware (chip fab etc) as at-least as important as software.