I think the household names are perfectly able to start their own league and deprecate FIDE. Maybe they are already? This is a situation where the org needs the players more than the players need the org.

I think it was F1 auto racing that recently (10 or so) years ago went through a revolution that changed the rules (for fans, in that case) that dramatically increased the viewership of the sport, mainly because the previous owner was so out of touch with the times.