They could sell those cards preformatted and painted with their own logo (I'm imagining a road sign style evergreen with a capital "B" on it). And, the software could warn people when attempting to use a card with a different format that the card will have to be reformatted to be useful and that all data on the card will be erased during the reformatting process. That's exactly what happens if I plug a card or external drive with a Non-MS format into a Windows box. People have gotten on ok with external hard drives formatted for Mac and Windows PCs for a long time. Google has a sufficiently powerful brand to use a different format if they want. Also, when other manufacturers can implement the format used by Google without a license fee, manufacturers that pay the MS Tax now might well adopt additionally the new format, hoping to transition away from the MS Tax in the future.