Novel protocols have their uses, and when that use can be demonstrated they can find their niche. But their value has to be extremely high to justify the opportunity cost of using them over something more established.
To turn the question sideways a bit, there's nothing stopping some conglomeration from developing an alternative to 802.11 standards. All they have to do is create the hardware, convince people to use the hardware, create software to adapt a novel protocol to the higher layers of the networking stack to make it usable by application software (including addressing all of the ways that a new lower layer inevitably breaks an abstraction or two), and create the tooling necessary to make an ecosystem of non-802.11 wireless devices easy to install, maintain, and interoperate.
... But outside of particular special applications where something about 802.11 protocols or the frequencies they communicate upon makes them an ill-fit, there aren't many reasons to do so. Good enough displaces perfect in the common case.
