Which is why this is pretty stupid. H.264 is "good enough" for most things. Particularly as bandwidth continues to grow. A more efficient encoding scheme would be nice, but it isn't necessary. We can already do 1080p60 video over most net connections with reasonable quality.
So H.265 will have to be appealing not only in terms of bandwidth saved, but in terms of cost. Companies won't move to use it if they have to pay a bunch extra for the privilege. They'll just keep using H.264 and more bandwidth.
I can understand why the patent holders are upset with the MPEG-LA - because the MPEG-LA mandated that patent licensees will be paid for every use up to a cap (approx $6.5M/year), streaming is free (as long as viewers can watch the stream for free), and all sorts of other things. So companies like Apple, Cisco, Netflix, etc., they pay the $6.5M license fee and go about their merry way (incidentally, Cisco's fee also pays for Firefox's license).
Which is why h.264 is the predominant codec in use today - it's relatively cheap to use, sites like YouTube and Vimeo pay $0 to host videos that anyone can watch for free (they will have to pay for those subscriber/paid videos, though, since those cannot be viewed for free) - yes, "for free" means you the viewer pays $0 to watch, not that you don't pay some other way (e.g., watching ads).
MPEG-LA, to ensure adoption of HEVC wants similar licensing terms - a cap, free streaming for free to view, etc., But some patent holders (including the likes of GE and others) balked - hence forming the HEVC alliance and getting rid of the "thorns" - no cap to the amount you pay, streams also cost money, etc.
There was a lot of derision about MPEG-LA's free stream policy, but they know that widespread adoption is a good thing, and there's a reason why everything's in h.264 format.
Sadly, the greed of a few is probably going to kill HEVC - at a time when HEVC is just coming out, the last thing you want is to stifle it. I'm sure the patent holders of h.264 will probably make way more money because people will stick with what works and is well established over moving over to something that requires paying a lot of money for continually. At the very least, big companies like Apple, Microsoft, Google, Netflix, Vimeo etc, who probably just pay the cap every year will stick with h.264 than be subject to huge licensing fees of an unlimited cap. Either that, or HEVC will remain a niche for paid subscribers.