They might not care. Products win not by quality or features but by advertisement, hype and network effects.
The original implementation would still have the upper hand here. OTOH if I as a nobody create something cool, there's nothing stopping a huge corporation from "reimplementing" (=stealing) it and and using their huge advertising budget to completely overshadow me.
And that's how they like it.
Given how hard companies like Nintendo and Microsoft have been taking down leaks or fan creations, it seems they very much do care about keeping this stuff locked down.