I see it as a way for cloud providers to attract more companies. If CSP X and CSP Y implement a standard pricing model around resources A,B,C then they both benefit when customers use A,B,C. This can be beneficial for smaller/newer CSPs - especially CSPs that want to specialize in providing certain resources.

Now, whether a CSP buys into a "standard" depends on whether it makes sense for them financially. This boils down to whether they can save money by pooling resources/services with other CSPs. I don't have that data but I suspect those opportunities exist.