Actually, I think the entire software model needs to be peer-to-peer, no businesses or brands involved. I spent a considerable amount of time thinking about this and building a prototype of one solution that does immutable software deployments using the blockchain. This may elicit another "wat?" from you, but I assure you it's been vetted with peers and it appears to be a sound approach. That's not to say my hypotheses are correct, or all the software is done for this yet.
You may also want to check out IPFS and Sandstorm for other examples on this topic.
When writing the best possible software is often opposed to the interests of business we're stuck. Either you change how money enters the equation or we live with shitty software forever.
Not saying people shouldn't be paid, but how we currently pay for software is broken and creates not just wrong incentives, but completely backwards incentives where going directly against the interests of the users is the most profitable path.
You may also want to check out IPFS and Sandstorm for other examples on this topic.