The business model for making money off support doesn't really change all that much when you use the GPL vs. whatever. If anything, you MIGHT get more business if your code uses a permissive license... because more companies are willing to adopt permissively-licensed products. I haven't really seen that play out anecdotally, though. I still think it's neither here nor there.
As for your claim that the GPL is "better" for standards and protocols... better for whom? It may be "better" for the creator in terms of giving him power to block proprietary derivative works. However, it will have less adoption in derived works precisely because it limits that flexibility (which, for a protocol or standard, is not better). This is the age-old heart of the GPL-vs-permissive debate... how to balance "freedom" for end-users vs. freedom for derivative works.
For an example of licensing a "standard", look at GTK vs. Qt. The Qt library follows your advice and uses the full-blown GPL, while the GNU-backed GTK library uses the more permissive LGPL. I note with irony that GTK is FAR more widely adopted, in both open and proprietary products, than the Qt library which follows RMS to the letter. The thing is, if you build your application around Qt you lose the flexibility to someday sell the thing without having to buy a commercial license. This reveals an unpleasant reality: that underneath all the Che Guevara and V for Vandetta ranting, many free software guys simply don't want to pay for stuff... yet they want to retain the right to get paid themselves.
Human nature is human nature... and even on free software's home turf, people are more reluctant to adopt a GPL'ed library or protocol than a permissive-licensed one.