What's the Difference Between Standard and Standard?

We've been talking about things that some folks might call standards, but really they're all standards with a small S. These are things that have become standard in the industry, say thread, Zigbee, Z wave, Bluetooth. But none of them is really the standard that anyone is either obligated like ISO stuff, or potentially encouraged to support because otherwise consumers aren't interested. And as a result, we've ended up with everybody trying to come up with a better standard than this other company. That's partly why we end up with all of this stuff and partly why some companies decide to spend their own.