I agree, it always make me cringe when privately held companies want to define an "open standard" for scientific citations that (surprise!) relies completely on their proprietary infrastructure. I still remember the case of Mendeley, which promised to build an open repository for research documents, and which is now a subsidiary of Elsevier, an organization that does not really embrace "open science", to put it mildly. I think what we really need (and the article mentions this at the end) is an open standard that can be implemented by anyone, most notably universities and research institutes.