Cui Bono?

Since the Romans the question to ask when you start a research.

LAYAR is free! How does this company layer earns money?
A simple Google search comes up with this:
http://www.nuzakelijk.nl/e-business/2185751/layar-krijgt-miljoeneninvestering.html
nice start!

HTML5?
This is done by a group of people:
http://en.wikipedia.org/wiki/Web_Hypertext_Application_Technology_Working_Group
who were not satisfied by
http://en.wikipedia.org/wiki/World_Wide_Web_Consortium
This last group as indicated in the article is "dominated by larger organizations".