Most of exUSSR countries de facto making transition from russian language to their own. Some parts of these languages wasn't used in many fields (science, street language, popular music) for 50-70 years and only exists in the books. Push is mostly centralized by government or people who pay them. Correct me if I'm wrong, russian speaking population lost about 50 millions speakers in last 10-20 years. Most of these users made switch to languages that before was almost lost. Also some countries changed Cyrillic letters to latin.

I dont want to attack you personally, but idea that languages are uncontrolled is quite opposite. It is centralized more than many things. I think McDonald's is less centralized than this.