Quality isn't about superior products, it's about meeting customer requirements. Think McDonalds, not superior products, but millions get exactly what they want and are satisfied with the food, at the price etc..
ISO 9001 is a model for achieving customer requirements. I think you may be confused over the intent of implementing ISO 9001.
The basic structure that ISO 9001 brings to the table can certainly help organizations pull up and out of the primordial ooze of poor organizational management and set a standard for control to repeat conformance. The interdependence of suppliers whether local, regional or global really needs a stable, consistent stream of conforming product to keep the system flowing and costs controlled.
Excellence is a whole different topic, but the chances of getting to a point of being deemed consistently excellent without a strong underpinning of principles (like ISO 9000 series) is rather small. Truly excellent organizations can transcend the seemingly stifling or burdensome standard by really understanding their role in meeting and exceeding customers needs and expectations.
Yes, there may be certain elements/clauses that can be "overbearing" on particular business entities and their specific products or services, but there is enough flexibility in the implementation of the standard so as not to be totally unreasonable for any particular user. Just need to be able to work through the process... know your customer, know yourself, deliver the results, document and repeat!