(Source: I'm a contributor of opensource NOVA Video Player, which was previously closed-source Archos Video Player)
As a company, I think that paying for standards is fair, but it must be reasonable. Reasonable implies 1. clear rules which never blocks innovation [1][1b] 2. reasonable fee [2], 3. freedom of using whichever implementation of that standard I want, 4. If fee has been paid on HW, then any SW on that HW is allowed to use that license
[1] Some vendors will sell their licenses exclusively on hardware, so if you sell an app, you're screwed
[1b] Some vendors will require you to make different SKUs whether you enable it or not. What if user need to enable it later?
[2] Sisvel's AV1 license is 15c, which is imo fair for a 200$ HW, but not for a 1$ ad-less video app. That being said, I have no idea how to actually make it fair. (Note that as I understand it, Sisvel's AV1 license is for HW, not SW, no idea how it works for SW)