What it comes down to is establishing the rules across the board, especially since new players are always entering the field, including young go-getters. Predictability is key because a lot of start-ups in the market right now don't yet have business models in place. They don't know how they will go about monetizing their relationships with customers and so forth.
If there were rules, businesses would know which doors were closed, which ones were open and what society expects in that area. Innovation isn't a natural phenomenon; it's the product of the marketplace and social rules. In that sense, a significant step towards innovation would be to say you have to put the consumer and user-friendliness above other considerations.