The same happens with social networks. You could offer the freest, most privacy respecting network of all, as long as individuals get punished for leaving the old one individually it'll never take over a significant amount of market share, even if everyone on the old network agrees that the newer one is better.
http://honisoit.com/2015/11/the-dictatorship-with-no-dictato...
1. The governmemt could require you to publish all your research in an open way, if it ever funded anything to do with your research. No open access, no government money.
2. Universities could band together and do something about it.
This could happen both on the demand side, AND on the supply sude. For example, they could either collectively refuse to pay for journals, OR collectively refuse to hire professors who don't publish open access.
Want to get Tenure? Well you are forced to publish open access. Don't like it? Then go find a different University to work for. But that might be difficult if those OTHER universies collude against you with the same rules.