And their intentions were good, no doubt, but probably doomed.
Actually no...the results have been much better. Since DNG was released, NEF, CR2 (Nikon & Canon raw formats) are much better at doing the main job of acting as relabel containers. The other major manufactures likewise improved their formats and some manufactures actually adopted DNG as their camera format like Leica.
The main difference between the proprietary formats and DNG are that they are undocumented...the camera makers think they should keep their formats proprietary rather than fully document the format and metadata.
It's silly really because pretty much everything can be deduced with revers engineering. Unless the undocumented metadata is encrypted (remember when Nikon encrypted the white point metadata and Thomas refused to decode the encryption and therefor ACR wouldn't use the file's whitepoint metadata to correct).
The funny thing is that the first thing ACR and Lightroom do with proprietary raw files when it sees them is to convert to DNG anyway (even if you don't convert the raw and save as DNG) because that's the only way the proprietary files can be processed. In point of fact, a little birdie once told me that the major raw file formats are so close to being fully formed DNG containers that the cameras could prolly be converted to write to DNG file format as the camera file with a simple camera firmware update.
Personally, I don't use DNG because I like the tiny size of the side car file compared to the massive size of a DNG. So when I backup a changed file the backup only has to write the tiny .xmp file instead of the whole file that has been changed. I do use DNG as a handy delivery container for those rare times I must deliver a raw file format. That way the metadata settings are baked in the file and can't be lost if separated from the .xmp file.