Some alternative exists.
VLC and last.fm
VLC since 0.9.x can scrobble on all platforms to last.fm database and website. Since it was cool addition, and VLC gets more and more audio support, this seemed a good idea and people liked it.
VLC and libre.fm
Some of you know the alternative to last.fm: libre.fm. It is a free software platform that gets your scrobble and will display them, like last.fm.
So far, it is VERY limited compared to last.fm
VLC 1.0.0 and libre.fm
VLC 1.0.0 is able to be configured to scrobble to any scrobbler (like libre.fm): Configuration of VLC to use libre.fm.
Position of VLC team
So far, the default stays on last.fm, but the possibility to scrobble to something else is here. We will see how the future goes.
Do as your heart tells you and share your music!