If the big players (gmail, outlook) jump onto it the rest will be forced to follow. Outlook would probably jump in with a checkbox, and perhaps gmail will make at an option for the paid tier while everyone on the free tier gets no choice - but that is still enough. SmallCompany.com cannot do it alone, probably not even a fortune100.com (if any of them even care - their sales staff probably will overrule the few who do), but there are enough players if they all agree on something.

Getting the big players to agree and execute though is a lot like herding cats. I'm sure some in the big players are trying.