Its not the ignorance of users by company, its the ignorance of mass about the open standards we talk about. Being big doesnt mean you are doing it all good.
The whole iphone/ipad business works because there are people who don't care about openness, things which look obvious to me and you are not as obvious. Many businesses work just by exploiting the ignorance of buyers. Apple is master of that art.
the problem with openid is that there are too many providers and too little consumers. I see it as a failed project which tried to solve an important problem. OAuth Seems a better option which just works, I have implemented it in a couple of projects and it looks promising, 'sign in with twitter' is a good example of an intelligent OAuth use.
I highly doubt that facebook can be killed by building any open protocols, there are already protocols like foaf+ssl that could be used to build an open social networking, but that doesnt make it facebook killer. People use facebook because there are lots of other people using it and they don't care about openness as much as a geek do. Facebook would be killed only by time something even cool looking appear. And why do we want to kill facebook, anyway.
wondering why would someone ever go to a dating website, seriously, can't imagine that in my wildest dream. And do people pay for it? Seems it is a thing for the past generation. We aren't convinced.
Diaspora is yet to show up anything, they have created hype though but nothing visible till date. Google certainly is not going to say anything to be the facebook killer, they will just introduce something and if that works that's great, and if that doesn't its just ok, it will not make much difference until it succeed, failure for Google in this space doesn't make any difference. It is the advantage of being Google.