MS has an entire forum for discussing these things with industry (https://learn.microsoft.com/en-us/defender-xdr/virus-initiat...) and has had variants of said forum for some time (I think the first effort was in 2010).
Kaspersky was running an SSL/TLS Proxy in the kernel IIRC and didn't want to have to move it elsewhere due to the fact it would require them to rework their product quite a bit.
The solutions MS (we) proposed were agnostic and overall better, the anti-malware industry simply doesn't want to make the changes as these things do impose technical work on existing products.
Was the drive for this industry forum coming from dealing with the EU, or was it more from MS trying to make things better without needing the prodding?
I do not know enough to properly answer on the concrete reasons why, only that it was external. Sorry.
It doesn't really seem like an example of MS coming up with a better solution then discussing it with industry, unless I'm misunderstanding it?
Instead it seems a lot like MS figuring out a solution that advantages themselves then just rolling it out, at the expense of others. (?)