[DavH27]

You're starting to sound like Bill Gates..!!

Current standard don't work to Bill's liking. Bill finds another standard from 'thin air' a.k.a. his millions of employees that he steals glory from. Calls this his new standard and everything must use it or suffer. Companies develop thousands of products using new standard. People buy better software that isn't MicroFlop. Curent standard don't work to Bil's liking. Bill finds another standard...etc etc etc

Just starting a new standard for something widely used such as email isn't as simple as you seem to depict. It takes possibly years of work by hundreds of fully commited staff.