This sounds to me like vendor lock-in. “Oh, this cord isn’t from (insert brand name here), it’s a mostly-identical cord from someone who isn’t us. We can’t have you buying cords at a reasonable price, so we’re rejecting this cord.” It’s the same cheap trick Apple has done with its devices: make ridiculous claims about quality, and force people to buy accessories from Apple, thus further lining Apple’s pockets. Now this shady tactic has the potential to become universal.
Of course, that may just be my scepticism speaking. It’s possible the companies implementing USB will behaive nicely as they’ve always done.