I agree with the curious aardvark.
It is ealisy understandable that MS/HP/etc. might want to create their brand file formats and own them... it's too bad that the article doesn't reference previous efforts by governing bodies. MS/HP making their own 3d file formats is about as shocking as them creating a .docx from a .txt.

The 3d printing community has been working to define an updated and encompassing file format much less archaic than the .STL. It is known as the .AMF. I first heard discussion of it in 2011 at the RAPID conference in mpls, (ASTM F2915-12 File Format AMF). I guess it is up to the developers and masses to make the choice what will evolve or which will die, regardless, an updated file format is definitely not a new concept.