"Localization" is not the same thing as "translation."
What Feylamia is talking about is making sure that the software for an ebook reader will work for a specific language. E.g. if you want to sell a Kindle for Russian users, you'd need to change the language of the menus, perhaps remap the keyboard (as well as relabel it), etc.
This has nothing to do with translating a work from one language to another.
As such, I seriously doubt that adapting a Kindle to properly show Russian texts would be a barrier to Amazon entering the Russian market. The real issues will be:
• How lucrative is the Russian ebook market, compared to others (assuming the more profitable markets will be first in line for a roll-out)
• How will the Russian publishers react, i.e. will they play along or kick and scream
• How badly will piracy erode profits
Anyway, back on topic....
"Standards" are not going to fix anything or grow the market.
The reason why you need a full platform is because you need things to Just Work. You need the ebook reader to be fairly easy to use; you need it to be easy to buy content; you need it to be easy to get content onto the device. Nowadays you also need to smoothly coordinate the information across multiple devices. None of this is the job of a "standard;" rather it's a description of a "platform."
You also need someone with enough muscle and a strong enough incentive to go up against many entrenched entities (publishers, booksellers, government agencies) that have a vested interest in maintaining the status quo. No standard, or standards agency, is going to do that.
I've found that generally speaking, most people don't know about, let alone care about, file format when it comes to digital content. You may care, and have valid reasons to care, but if the public doesn't care then it won't matter.