Pixar developed USD, and it should really help to standardize 3D tech. In particular, I hope that USD can help make it easier to build high-performance rendering tech for a variety of applications that might not receive so much attention from the 3D graphics people (this is one thing video games do quite well, from a CS approach!)
Having some big names behind the standard should help, but of course, the proof will be in the pudding as to how meaningful their contributions are, and how much their involvement pushes the adoption of the standard.