Leaving the believability of the prose to one side, does anyone have any insight into whether these things have really gained traction?

I'm somewhat in this space, but not in the US. I saw the industry try to clumsily embrace UDMI just in time for Google to drop IOT, and now I'm seeing more azure-based specifications but it's all very prescriptive w.r.t tech and not at all descriptive w.r.t value added.