If you understand what proprietary means then the answer is H264 will cost every Internet users dear, this is the format that Microsoft and Apple Mac are pushing for, it Means that Every user will be controlled by Microsoft and Apple Mac
That is why Google and the Free Software Foundation are fighting against Internet Proprietary Software to keep the internet free and open, Apple Mac is the worlds worst company for locking Mac users into their End User Licenses Apple Mac totally control everything Mac users do