I guess you could take it at face value, that they want to create one formulation with a distinct consumer friendly mark for identification that is approved for all of their engines. On the face of it, that does not seem like a bad idea.
Or you could be a cynic, and say it's all about the licensing fees.
I suspect it is a bit of both, they probably do want their own standard, and if they can make some money to offset some of their losses through licensing, so much the better.