I think that it stinks.
The Europeans, with their OEM approvals, and warranty requirements was the wrong path.
Your particular engine design has cam wear issues, or sludges ... design that feature out of the oil, or provide the specialist oil for free, rather than recalling the engines.
(The long life BMW/Merc stuff I feel differently about, because the average user could do shorter OCIs on more mainstream products, and the extended OCI could be an API standard without a great deal of worry)
Now GM wants to make its own standard, charge everybody for buying an oil that meets the standard...
They can stick it.
It's not "improving the breed"