You either failed to read TFS or you simply glossed over the most important detail:
NHTSA believes that V2V capability will not develop absent regulation, because there would not be any immediate safety benefits for consumers who are early adopters of V2V
The point is that given the current situation, there won't be any standard because there is no motivation for car manufacturers to develop such a system since there would initially be so few cars that could communicate with each other in the first place. Even if you got past that barrier, it would require the independent cooperation of competing car companies to implement in order to build a feasible system. Worse yet, if you did manage to get companies to voluntarily cooperate, their cooperation could easily turn to collusion as they could lock out smaller car manufacturers from participating in the creation of the standard or they could develop a closed standard altogether.
No, this is the precise situation that government should be getting involved in. The current situation has little to no financial incentive to motivate the private sector to implement, so making it mandatory and letting them participate heavily in the creation of the standard is the next best option.