Microsoft is the only company that could have done it. They are the only entity that has teeth through (as you mentioned above) advertising dollars, logo certi

Microsoft is the only company that could have done it. They are the only entity that has teeth through (as you mentioned above) advertising dollars, logo certification programs, etc. Only they had the infrastructure to get the ball rolling. The biggest kicker, the one thing only, and I really mean only Microsoft could do, was provide the infrastructure for revocation. Without their ability to strong-arm (for good or bad), the industry just would have never agreed. When all it takes is a rogue USB drive and a power cycle to own a machine, it presents serious problems in high security environments.