RCS is infinitely better than the current state. Google isn't pretending it's a standard. They're trying to improve messaging between android and iphone uers. Apple won't because the current standard helps their business. It's pretty simple.
They call it “the modern industry standard” half a dozen times on the page. Zero mention of their affiliation.
Google, however, added their own extension for E2EE and started roll out with their self-hosted RCS rather than carrier hosted.
Given that RCS is mandatory in 5G networks and supported by world's largest carriers - Yes, it's an industry standard. Given that version used today is published in 2016 - Yes, it's modern. So, what's the problem?
One-on-one E2EE is a big deal and I would to see Apple on-board with it too, including without iCloud exceptions.