While I too support the idea of having more defined standards and enforcement of those policies there are some practical considerations. If there's a trade association like ECTA then only the businesses within that organization will self-police (in theory). If, as the ECTA proponents state, their goal is to help bring in to law industry standards to make this a recognized and legitimate industry, then all businesses will have to submit to the law with respect to government standards anyway, so at that point any association set standards will be largely meaningless. All vendors, whether within ECTA or not, will have to observe the law. The hurdles to enforcement will still exist whether ECTA exists or not too. Pricing? I think it's safe to say that we all know that the ECTA businesses won't be dropping their prices anytime soon, whether the customs issue disappears or not. If nothing else they will need to recoup their expenses in setting up the trade association. They might even go up, but if the UK is an example then they obviously don't have to.
This does not mean that ECTA doesn't have any value. Just that fact that people are more aware of the issues right now means that consumers have already received value from ECTA at no cost, so thanks to the founders of ECTA for that. Also, any pressure on the industry as a whole to more uniformly observe safety standards is a good thing for consumers. Still, ECTA vendors need to be aware that with legitimacy comes more open borders, so if they get greedy and they don't get more competitive with pricing then ultimately their business will go flying out the doors anyway.