Creative Quadrature Modulaton (CQM) Synthesis is basically an emulation of the Yamaha OPL3 hardware FM synthesis chip. The Wikipedia article you referred to provides more detail, but it's not a new "standard". Just a different form of an existing standard.
Games didn't support CQM, they supported Yamaha's FM synthesis which CQM just emulated (probably for Creative to save a couple of bucks).
This wasn't the only instance of someone trying to emulate the OPL2 or OPL3 chip.
As I recall, the Gravis Ultrasound, Orchid Soundwave 32 & Ensoniq Soundscape cards emulated the OPL2 or OPL3 in some form or another.
If I have to draw a correlation:
You had your General MIDI standard.
There were numerous manufacturers that produced General MIDI compatible sound cards, add on daughterboards and external modules, all of which used their own instrument sample sets.
So, if you play a General MIDI soundtrack on a Roland Sound Canvas, compared to a Wave Blaster II/AWE based card or an Orchid Soundwave 32, they all sound different (some more horrible than others), despite them all supporting the same sound standard.