The poor enforcement of trademarks being - that there should not be a plethora of things claiming to be USB which are not spec compliant, nor should people be using names like "USB 3.2 Gen 1x1" vs the marketing name "Superspeed USB".
You also see this poor enforcement with other organizations, such as DisplayPort vs DisplayLink.
This spills over to problems with cabling, such as how much wattage is supported for power delivery or what speed data transfer is available.
Oddly Intel is the one stepping up here with Thunderbolt 4, because it is now more of a certification than a specification.