Well the USB IF does have standard naming and labels for the protocols. The issue is that USB Type-C is a cable/port standard, not a protocol standard. Makers ought to label the USB Type-C port with the highest USB speed it can handle ("SuperSpeed" or "SuperSpeed+" typically) but they don't. And Apple left the Thunderbolt icon off the ports on the new MacBook Pro! So buyers have no immediate way to know if a MacBook supports USB 3.1 gen 1, 3.1 gen 2, or TB3. (hint: gen1)