I think you'll find that, at least within the information security community, a large majority of the biggest companies work together on standards and exchange information, even with peer competitors, for example, collecting threat intelligence. We often co-operate behind the scenes in the public good by exchanging information.
Standards setting is generally great for existing enterprises. I don't share your concern. I understand where it would be that way in theory or principle, but I haven't seen that when I've worked in the private sector. I have people I consider good friends and colleagues in many different companies. You compete for individual contracts, but overall, that doesn't hold back standards setting.
For example, I would point to the tech accord community that Microsoft leads. A lot of that public policy work looks at what sort of standards we as a community can have and how we can work together for the public good. That's still competing for individual contracts, and still keeping competitive business secrets to ourselves—you're right—but how can we work together, as well, to make sure those services do get delivered?
The example I always give is that, at least in the the old west, banks were relatively undefended from physical threat. As governments have played a larger role, and as physical security markets have matured and there have been more standards and regulation, those physical security companies make more money than ever. That sort of regulation didn't hurt their ability to either provide services or be successful as businesses.