I can see that working in countries who might be reliant on others for parts of their tech infrastructure. But would that actually work in the UK?
Here in the U.S., we like to be the ones creating recommendations for the rest of the world, not following them (at least not blindly). The excuse of "We're just doing what the ITU recommends" would never fly here.
I have no specific knowledge of these negotiations, but you have to look deeper to see who suggested what.
You might find that (e.g.) AT&T (pipes) or Comcast (pipes) or Cisco (hardware) lobbied with a lot of countries and US government bodies to make this happen. Depending on the outcome, they might have a lot to gain; and doing it this way, they appear a helpless victim, just "taking orders from the UN", when in fact it was their initiative.
E.g. ACTA (and its son, the TPP) are pushed hard by Hollywood - but are mostly presented to the congress and the public as "this is an international treaty we must follow"
Poltiics and diplomacy make sure that real reasons are almost never reflected in newspaper headlines.