Meh. Like the Bard said, "A rose by any other name....". I hardly think Sprint, Verizon and T-Mo will care to pull all their promo materials just to follow the declarations of some commission or other. Besides, is "4G-like" to be misconstrued as true 4G? I think not. Not to mentioon that in due course, they will all eventuallly get there through one tech advance or another.
In WiFi products, the vendors were way out in front of the stds body. In cell service the stds body is way out in front( by years) of the vendors. Who cares what the ITU says about true 4g. It will be years before usable networks will be available based on these new stds.