It seems companies figured introducing "protocols" or standards helps their business because if it catches on, it creates a "moat" for them: imagine if A2A became the de facto standard for agent communication. Since Google invented it and already incorporated in their business logic, it would suddenly open up the entire LLM landscape to Google services (so LLMs aren't the end goal here). Microsoft et al. would then either have to introduce their own "standard" or adopt Google's.