Control upstream, then companies wanting solutions will go to you first. Because why go to someone else in the FOSS market, when there is no certainty the code or standard (extension, protocol, etc) will get accepted, forcing you to maintain a fork? With IBM-RH and Ubuntu doings eg., it's hard to say FOSS is immune to vendor lock-in.
Wayland is open source with a fixed core protocol that's extremely stable, which anyone can build on. New protocols are constantly proposed. The core is minimal and defines how applications interact with the compositor to render and produce the final output. Control by a single entity is virtually impossible. Wayland ensures everyone has a voice because it's an open protocol which means discussion and development are done in the public.
specifically the wslg stack does not enable Linux gui apps to smoothly integrate with the Windows window manager, because some bits are missing in the Windows Wayland stack, clipboard, window decorations, thumbnails, maximize into a part of the monitor? nope. and no patches taken. supposed you figure where to offer them and how.