JMAP benefits FastMail (and others). The CEO of FastMail is also a heavy-lifter in standardizing JMAP, Bron Gondwana. It's probably appropriate to mention he's also a lead developer of the Cyrus IMAP free-software project, so it's hard to accuse him of making a private moat for his company.
Self-hosters, and small businesses, who can run software, and possibly contribute, but not write their own email software from scratch—-benefit.
JMAP is targeting email, and soon calendar, contacts, and maybe more general messaging, to run better suited to current network and user conditions.
https://www.ietf.org/blog/jmap/
Who does TCP benefit, JSON, .well-known?
who does vcf/vCard benefit, or .ics (even if it started as a proprietary format)?