I know that sounds like it comes from "it will never work", but that's how active directory, office file format, etc ... got opened, and in a case more similar to here that's how windows n and decoupling of media and internet component from windows internals happened.
The issue is, yes, it takes time.
Another issue, purely PR, is that yes the EU gets attacked repeatedly by people trying to match "respect the law of the market or leave" with "the EU tax US companies because they can't compete".