OSS Alternative to ODVA's “EtherNet/IP” closed-source protocol?

Apparently this EtherNet/IP protocol is all the rage in the industrial/IoT systems world. But it's closed source, requires friendship dues to get into the club and use, and most egregiously it claims to "trademark" Ethernet/IP even though there is already an Ethernet IP protocol (as in the Internet Protocol).

I'm curious if this is so great if anybody has looked into making a more standard protocol that doesn't require some single-vendor proprietary bizarrely trademarked and confusingly named thing?

There is ModBus/TCP but it's, yikes.

Anybody familiar with these things?

https://www.odva.org/technology-standards/key-technologies/ethernet-ip/