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Also completely unfamiliar with the industry, but you described my thoughts perfectly. To me, this reads as "we want our competitors to adopt our standard to make it easier for their customers to switch to our product" which isn't a winning proposition.

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Any ideas how to make it more clear that our desire is to have them participate in the specifications? Also, wouldn't the switching thing work both ways (or even in a mesh pattern, assuming multiple adoption?) (I think that's obvious but, maybe it's not?)

If you're the little guy talking to a bunch of big guys, the big guys know damn well that the concern isn't about your users moving away from your product. I think they understand what you're trying to do, and aren't buying into it. You're not going to be able to talk your way around that simple fact.

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