standards: microsoft, netscape- is there a third way?

Are there any examples where someone created a broadly deployed standard and did not in time become either MS (high, expensive barriers to entry to use/support the standard, hence hated but wealthy) or Netscape (low barriers to entry, hence loved but dead?) I really can’t think of any, but I’d love to know of any examples out there. Not just software; could be hardware, or really any network effect.

I ask because I firmly believe open standards are a net societal good, but it seems to me that traditional capitalist economic incentives may fail to create this particular good, and I’m interested in what kinds of tweaks might be necessary (or not) to see this happen, while maintaining the best of the competitive, entrepreneurial tech industry.

(I’ve actually turned on comments for once; lets see how spammed they get :)