Nobody wants to do that anymore. There are two major forces to blame.
First, open source. A well designed protocol is much more work, and you can avoid it by just pointing to the open source'd implementation, as this article (hilariously) shows for the case of DBUS.
The second force is the adware/spyware model of web and app monetization. You don't want people to use their own clients against a protocol (email, usenet, web 1.0) because you can't serve ads as effectively and you can't run analytics on their every mouseclick, touch gesture and keypress.
The whole systemd debacle would be much defused if systemd had been a couple of well thought-out and stable protocols, much like X11, instead of a big source-blob of underspecified and ever-shifting implementation.