Standards are important. However, history has shown that standards/specifications come and go, whereas requirements persist. So, for example, in the case of transactions, we've had XA, OTS, TIP, BTP, WS-CAF, WS-TX, JTA, OTS/JTS but at their core they are doing the same thing. Messaging is another good example: CORBA messaging, JMS, WS-RX, etc.
Hence the reason that our first target will be to produce a core ESB framework that matches requirements and ignores specifications in this area: we want something that will last and won't require re-implementation several years from now. Therefore, ESB and SOA standards such as JBI and SCA will be layered on top of this core.