while ICAO officials didn't do much to raise the awareness of the airline-specific/tailored new type of licence. I think this is where the problem lies.
I am not sure ICAO is to blame for anything here....
Does ICAO approve training organizations or training programmes?
ICAO does not endorse, recognize or approve training organizations or training programmes. The only exception to that rule is the Regional Training Centres delivering the ICAO Aviation Security Training Programme and ICAO Government Safety Inspectors Training Programme.