I understand.  But you could have a replay of the Unisys GIF situation except that it will last a very long time.  Most developers and web services (vimeo, youtube, etc) are only thinking about how to improve their product in the short term.  The best short term move is to choose H264.  They're free to do what they want.  So is Mozilla.  Those same web services will screw themselves if they make Mozilla irrelevant.  But again,  short term thinking.