Haven't finished reading it yet, but couldn't companies still coordinate to form interoperability clusters, amidst some sea of singular/proprietary APIs? Couldn't that prove lucrative? It would appeal to a certain consumer's line of reasoning: "Might as well pick the language that is most compatible with other languages, all other things being equal. Rather than be cut off."
(edit: that is, couldn't some kind of API coordination and interoperability be incentivized?)
That said, such clustering could amount to some kind of conglomerate proprietary reign, whereunder you either coordinate your tech or face being stranded on the outskirts. Then again, I don't know anything about programming.