I think something like a reference implementation (Ladybird, Servo or even Vaev maybe?) getting picked up as the small-web living standard feels like the best bet for me since that still lets browser projects get the big-time funding for making the big-web work in their browser too. "It's got to look good in Ladybird/Vaev/etc".
An idea: a web authoring tool built around libweb from Ladybird! (Or any other new web implementation that's easily embeddable) The implied standard-ness of whatever goes in that slot would just come for free. (Given enough people are using it!)