JEFF - ISO standard Java?

While Sun couldn't seem to get Java standardised it looks like others have had more success in the the real-time and embedded area.

JEFF is interesting because it's:
* Designed to run directly from memory rather than translated,
* Designed to support a Java like VM,
* Royalty free,
* 50% smaller.

http://www.j-consortium.org/jeffwg/index.shtml

Curse our high bandwidth, fast, cheap mobile devices. It's funny that the consortium member "are comprised of companies and individuals dedicated to accelerating the use of Java":
http://www.internetnews.com/dev-news/article.php/1383441

They didn't go through the JSR process:
http://www.j-consortium.org/faq.shtml#three

I wonder why:
http://www.j-consortium.org/rtjwg/comparison.shtml

Would it be because of the consortium members. Microsoft still doing work using that language?
http://www.j-consortium.org/members/charter.shtml