The adoption of a new technology is generally not driven by those who dominate once it is widespread. It tends to be driven by early adopters, who are willing to spend the money to try out a new technology. They either prove it, or they have tons of problems. As soon as somebody proves a technology is viable, a business shmuck at some large company can make a successful pitch that "This is the future, etc, etc...and it's already proven technology so the company doesn't have to worry about hiccups, etc, etc".
That is why Porn killed Betamax. Not because Porn represents a large market share, but because Porn was willing to be an early adopter of VHS. They proved that video sales and rental via VHS was viable. Once that happened, the major video players we unwilling to take a bet on Betamax, no matter how superior it was, because they looked at the Porn industry and saw that VHS was already in use, and therefore, the business plan and technical hurdles were done for them, guaranteed.