I wish we could just get away from x86 "standard" and move on. If there is something that still needs it, x86 emulation is very efficient nowadays. Just look what Apple has done with this ARM architecture. Even now, Qualcom's ARM processors running Windows are doing a fantastic job emulating x86 as needed.
They want to keep x86 going because they have cross-licensed patents which keep their market share a walled-garden. Anything else would invite competition. Mind you, it's not just them. MIPS was pretty shady with their patent that even if trapped and implemented in software they sued so you could not compete without licensing and losing your margen. SPARC was open... until UltraSPARC IIRC and then they tried somethin…
Not just that, but also by being fairly vanilla/boring about a lot of things in the ISA too. Thus letting the ISA itself be less an impediment to being compatible with ARM and x86_64 as far as behavior for memory ordering and such.