Sounds like someone is trying to corner the market to me....get ahead and stay ahead by setting and owning the standard. Clearly they think the demand will be there and others are asleep at the wheel, so to speak.
This sounds sketchy. I am skeptical of Advantest (a maker of automated test equipment for the semiconductor industry) having much sway over power semiconductor standards. And Advantest has always been a tough nut to crack. In 15 years in this industry, I've always had a hard time getting someone from that company on the phone. I don't really get it. They seem to have no interest in out reach to the US media.