Perhaps your phone has a better camera.
Maybe. Or maybe it has better decoding software. I don't know. I just know that in my experience, the technology is there and it works pretty well. And by the time something like this ever takes off in the US (it's been talked about for a long time, but hasn't really gone anywhere - if anything, this is the advantage of MS pushing it, they'll get publicity), the average cellphone camera will be even better, and so there should be even fewer problems, almost regardless of the particular barcode standard in use.
From Wikipedia (emphasis added):
Not Invented Here (NIH) is a term used to describe persistent sociological, corporate or institutional culture that avoids using or buying already existing products, research or knowledge because of its different origins.
I could probably be accused of being anti-MS, paranoid about privacy concerns, or a number of other things, but NIH is not really one of them in this case. I'm proposing using the already existing technologies instead of needlessly inventing new alternatives that I don't see as adding anything significant.