A cursory skim of the comments reveals that the problem being pushed by Google here seems to already have many existing solutions being discussed for adoption a

A cursory skim of the comments reveals that the problem being pushed by Google here seems to already have many existing solutions being discussed for adoption as a possible comprehensive standard. Out of curiosity, can somebody explain to me why Google would feel the need to push its own standard and throw up a sleek website/showcase instead of contributing to what is already out there?