gRPC is a reimplementation of Stubby suitable to be used outside of Google.
It is similar to Apache Thrift, if you're looking for a non-Google project with similar ideas.
Apache Thrift, IIRC, is actually a reimplementation of protos, in the same way that Facebook's Buck is of Google's Bazel.
I have some times looked at "raw" binary protos to inspect the string fields, that happen(ed?) to be byte-aligned and so readable in a text editor. Not sure off the top of my head if that's always the case.
Plain XML still requires a lot to ensure compatibility when it's used across multiple places, protobufs attempt to minimize many sources of the incompatibilities.
Add in a bunch of tools such as protobuf->JSON, protobuf plaintext serialization, etc and it becomes more difficult to argue for using something such as XML or vanilla JSON.
Flatbuffers are still a nice solution for more performance-critical applications.
Duplicating these benefits with XML or JSON would require defining your own grammar and parser, but wouldn't have the performance benefits. Recreating the performance gains would require a new serialization scheme, at which point you'd have broken from JSON and XML standard tools and recreated protobufs in everything but the proto definition language; at that point, why not create a DSL rather than bolting this functionality into an existing one?