It's true that there really was no sensible reason for the 15mm standard from the end users point of view, but from a manufacturers point of view it's different. Most people agree that the Maxxle is the easiest to use 20mm axle. The competitors can either use other axles (and always be in RS shadow), pay up or use the open 15mm standard.
Looking at how long it took for anyone to license the most recent Maxle version I assume the price for the license might be boarderline significant. But not only is the price payed for the license away from the manufacturers profit – they are actually helping their competitor with every fork sold.
I have to say I think the main reason for the new standard was to say **** you to Sram (my new build is ending up with a 15mm axle though I would have preferred 20mm, I just don't think it will make that much difference).