Sure. But at that point you can just lump it in with H.264 and WMP, because it's just another video codec.
Look, there are potentially four roles here:
1) The content owner. 2) The distributor. 3) The device interface provider. 4) The device maker.The problem essentially comes when #2 tries to also be #3, delivering interface along with content. Generally, #4 should be #3.
Whether the entity doing #3 and #4 is also doing #2 depends on whether or not standards can be established that allow devices to source content from third-party sources. Ideally this can happen, and it will be possible to create devices which can play any Internet-based video content made available for such purposes within their native interfaces, the same way you can use iTunes to manage pretty much any audio file regardless of where it came from.
If this can't happen, then the easiest route is just to make device makers the distributors as well, and let them package up content for their devices.
[snip]It's not far off the landscape today at all. It's the way practically every system actually designed for the living room currently works.
[snip]