Embrace, Extend, Extinguish.
Protocols should encode "legal preambles" in their handshakes that forbid unilateral extensions, eg.
> SYN
< SYN ACK
or > GET /
< HTTP/2 200
could become, > PROTOCOL/v1 HELLO
< PROTOCOL/v1 ACK
> I-AGREE-TO-TERMS https://open-protocols-or-something.org/protocol-name/v1
< I-AGREE-TO-TERMS https://open-protocols-or-something.org/protocol-name/v2
Breaking the rules could hold the company liable, and not including the contract in the protocol preamble or handshake renders talking impossible.