The ETSI thing doesn't solve problems. It creates a layer of abstraction that in theory makes the key acquisition protocol defined by whatever runs on the ETSI layer, but now you have the problem of remotely attesting the tamper-resistance of the ETSI layer itself. It would make more sense to standardize the protocol than to define an execution environment for arbitrary protocol engines.

Agreed. That's one of the reason why this initiative stalls. However the back idea is to standardize a DRM protocol that would be accepted by the copyright owners and that's a step in the right direction.