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2012 - Yubico and Google create U2F, with validation from NXP [...]
2013 - Yubico and Google contribute the U2F technical specifications to the FIDO Alliance [...]
It's an open standard meant to have multiple implementations too. Isn't that a good thing? Always nice to have new implementations. For the titan keys it's more about branding and making enterprises adopt U2F than an actual new implementation so.
Sidenote: There are already a few implementations available: https://github.com/hillbrad/U2FReviews…