This isn't a case of a standard coming along to a crowded market. Rather, this is the opposite scenario. USB-C won and now they have to deal with the fallout of unifying all the things past, present, and future.
I'm all too eager to deprecate my box o' rando mini/micro/meso USB A/B/hard drive cables.
I suspect you never did any work with 9 or 25 pin serial.
(actually I lie it would be cool to have a 4952 to play around with again)