Believe me, they will it will never find adoption. How to say, they are free to make whatever standards, but they will not matter much if nobody will use them.
Their entire ecosystem together have less devices shipped than even some OEM nonames, not to say of Xiaomi or Huawei or Tuya who tower over them.
All kinds of "smart assistants" like Alexa end up in drawers very quickly after initial novelty passes, and it creeping up you in the middle of a conversation gets annoying. From data I have, sales of those smart speakers is already starting to taper off.
In Russia, there is an idiom "to divide the cake before it's baked." And those guys are doing exactly that: people don't even know what those "connected home" devices are and which ones sell well, yet they are already eager make up standards for them.