I think it's already too late. Maybe not for this generation of codecs, but it's game over for MPEG-LA for the next generation of codecs. Mozilla, Google and Cisco are all working on the new NETVC standard that will be standardized by the IETF in 2-3 years. HEVC will start being replaced then by an open standard, even if MPEG-LA comes out with HEVC 2.0 or whatever.
All the TV are HEVC based today, Windows/Apple/Android can push an update in 1 hour to cover 99% of the users in the world and in 1 year we can see new smartphone has hardware-based capability (not only software based).