Here's the problem with Shimano's licensing - they are only giving it out to a select group, unlike ISIS which says everyone can use it (and ISIS is free, no licensing fees involved). I like the ISIS concept because it shows cooperation between competing companies. Shimano on the other hand was not opening up their design to anyone. That is, until ISIS starting being successful, then they suddenly changed their mind.
So, why do I care? Well, as far as MTB cranks go, I think the Shimano LX and XT cranks are some of the best deals around when you look at price, features, weight and quality. But, I don't want to be locked into using a disposable shimano BB which means I can't get a shimano crank.