XMPP's based on XML anyway, so implementing inline media and extra features sounds easier than rolling an entirely new protocol.
But perhaps some of the proprietary systems use XMPP internally anyway? After all, it's used for more than just chat clients nowadays.
[1]: https://en.wikipedia.org/wiki/Xmpp#Weaknesses
XMPP's based on XML anyway, so implementing inline media and extra features sounds easier than rolling an entirely new protocol.
But perhaps some of the proprietary systems use XMPP internally anyway? After all, it's used for more than just chat clients nowadays.
[1]: https://en.wikipedia.org/wiki/Xmpp#Weaknesses