You mean the same way people pay for software which is not the standard? It's done, because it meets their needs and (if they've done their homework) it's more financially viable than developing their own from scratch. Being perceived as any kind of "official standard" doesn't enter into it.
Actually no, the software is a tool.
This other thing is a group trying to establish some cad standard, without really consulting the industries they are attempting to foist it off on.
Just because they are want to call it 'the standard' doesn't make it so.
The NCS is a tool as well. By that argument, no one could name anything public-facing "standard".
NCS is a good name that reflects what it is: a standard that can (not MUST) be followed. No one (well, almost no one...
) is going to confuse that with some moustache-twirling, world-domination-seeking evil villainy.