Standard Platform Names

In http://w3c.github.io/webdriver/webdriver-spec.html#platform-names we say
that vendors can add their own item if it is not a standardized name.

How do names become standardized? If there is no standardized way then
perhaps we need to rethink having this section. Since, as an employee at a
vendor creating a new platform, it seems weird that our platform isn't
considered standardised and we can never come out of this state.

I would love to hear others thoughts

David