Apple, Google & Amazon ewbook readers

I just caught up on the BookHitch newsletter that I receive weekly. It is always filled with great information and today was no different. It seems the 3 biggies have decided to make downloading ebooks easier. How? They plan to implement a standard sometime late June/early July so there can be a crossover. I'm wondering why they didn't come up with that idea in the first place. Share your thoughts with me on this, I'd be interested in knowing what you have to say about these 3 monsters.