I think the dream is that your hearing aids are going to be able to connect with Bluetooth LE to your phone, your tv, your computer. Everything, regardless of manufacturer. That can only happen if you have an open standard in the same way that a2dp is the standard audio profile for bluetooth classic.
I’m guessing the partnership between CEVA and Sonova is what has produced the Phonak Marvel. It’s still using Bluetooth Classic and a2dp though, so it’s still about implementing standards, not creating new ones. I’m sure they’re busy adding asha to their protocol stack as we speak.