An open standard for an open web is the goal, and to back up their claim Mozilla is giving the Wikimedia Foundation a $100,000 grant, expressly for Ogg development. This is directly related to other plans Mozilla has, such as native Ogg integration in Firefox 3.1. With a market share as high 21%, that's a big incentive for web developers to use the open format to embed media.
There are obstacles to overcome at every corner. One that is brought up often is how much media giants rely on DRM. While most techies consider it a crutch, companies that sell streaming movies, streaming music and more all believe that they inherently need DRM to protect their content from being stolen. Truth or not, the best way to back up open standards is with action, and Mozilla is clearly doing that. I would very much like to see open standards being used everywhere, wouldn't you?