As with file formats, the notion that network protocols & APIs should ever be granted any type of protection and that no-one other than the creators should be able to write software that conforms to these protocols is ridiculous.
Snapchat, in my view, have every right to restrict who uses their service and in what manner - via standard mechanisms like API keys and login credentials. But preventing third-party implementations of protocols or APIs is so 90s. Oracle had a bit of trouble with this recently.
One problem I'm personally trying to remedy is the proliferation of various APIs and protocols for accessing various online storage services (Dropbox, Google Drive, Box etc) by developing an SDK that supports all of them. We need more of this kind of these kinds of projects, not less.
Micah Schaffer, if you're reading this, you're welcome to send me a takedown request and discuss the issue with me. My email address is in my profile.
EDIT: It's at 62 now. I wouldn't be surprised if even Barbra Streisand has forked it.