I'd guess the incentive structure is the opposite of what you're implying; the same reason why every cordless drill manufacturer has their own battery connector: vendor lock in fuels private planes and shareholder reports, versus being compatible means no one is forced to buy your batteries and thus profits are `$total - $forced_purchases`
This situation gets even worse in the case of a standard without any objective way of knowing one is in compliance. Having a badge on the mysql.com website saying "now featuring SQL:2023 compliance!11" sells how many more support contracts exactly?
PostgreSQL does mostly aim at conforming to the standard. They will invent new syntax when needed, But compared to the those previously mentioned, Postgres seems to prefer to stick closer to the standard whenever possible, including adding standard syntax for existing features whenever possible.
PostgreSQL does have some places where there is deliberate non-conformance (beyond just incompletely implemented features). They document many deliberate deviations (other than unimplemented or partially implemented features) and if they think they can be fixed in the future or not: https://wiki.postgresql.org/wiki/PostgreSQL_vs_SQL_Standard . Looking at the list I'd say only one especially likely to bite a developer is the default escape character for LIKE clauses, or the non-standard trailing space behavior for character(n) datatypes (but who used fixed length character datatypes instead of varchar or text?). And obviously not yet implemented features could bite people, but many such features are optional to implement anyway, so...
I cannot speak about MySQL or MariaDB, due to insufficient familiarity.