I like to believe the motivation is not because of competitin, jealousy or holding a grudge, but because of a deliberate strategy to raise the stakes of the game and getting others, that should be concerned but aren't, involved when different companies can make a stand together, to change something that someone strongly believes is wrong.

Of course, you may disagree that it is worth the cost, but I don't feel there's any need to assume malicious intent.