You've got it backwards. AV1 is pushed by companies that profit from people who "distribute content." Apple and Google take a cut of sales on iTunes and Google Play, Google gets revenue from ads on Youtube, Netflix gets monthly fees, etc. The MPEG folks never tried to get money from people distributing content--the patents address, and the licenses are for, people who distribute encoders and decoders.
And I don’t agree with your point about the “high road.” Google releases lots of open R&D “for free” that’s bankrolled by its enormous advertising profits. I think you have to view their R&D efforts through that lens, because none of it would be possible without the monetization models enabled by the advertising business. Is Android, for example, a “high road” compared to Symbian, just because Android is free and open? Not in my view.
(Incidentally, it’s a lot like Xerox. Xerox PARC invented a ton of stuff that it didn’t patent and people freely used. But it was all bankrolled by their patents on copiers. When Xerox was forced to license those patents to Japanese companies, the money printing press disappeared and so did PARC.)