I don't think anyone's selling it as the next new, big thing. It's just a version increment on HTTP; the one that includes DNS/DNSSEC/IPv6 changes can be called HTTP/3000 for all I care. You don't have to use these features if you don't like; they may make sites from companies like Google harder to reverse engineer, but HTTP is currently used for a lot more than text data. You just seem to confuse "corporations want it" with "bad".
And honestly, IPv6 is probably the biggest "big corporate" feature out there. Any big company providing access to more than 16 million devices (and yes, they do exist) has a very urgent need since the 10.0.0.0/8 network only contains ~16 million addresses.
At the end of the day, it's only a standard. As proven by SPDY, "big corporations" like Google are going to implement whatever the heck they want to, then ask for it to be included in the standard. I'm all for a system that makes it easier for companies to get their technologies standardized as part of an open standard - they're spending the investment dollars, but we all benefit from the capability.