The web succeeded because it let people connect more easily by removing friction.
Of course the "openness" part was important in gaining initial adoption, but today "adoption" is not a problem anymore. Most of these open web movement people just want to make things open without any immediate, clear, and tangible benefit to end-users. Even if they did, these always come with caveats--inconvenience.
Introducing inconvenience for the sake of making things more open is going backwards, and that's why it never gets any traction.
I'm not saying being open is stupid, I'm just saying it's not gonna happen if all these guys think about is "how are we going to make the web more open?", they will keep building the same shit that no mainstream user cares about.
If you want to make the web more open, build something that provides a unique unprecedented benefit, important enough that people will use it no matter how inconvenient it is, like Bitcoin, or Bittorrent.