You'll have to explain what you mean by "proper standard" — but, no, what the "bigger hitters" (again, what are these?) are doing is waiting until a usage is far-reaching enough for them to bother to document it. I guess that's what you'd call playing it conservative.
That said, what one does to an itch is scratch it. Something can itch (intransitive) all by itself, or be itchy, but itching an itch feels like a bizarre usage to me. I'd be curious to know what dictionaries endorse that use.
NOAD, for example, lists only an intransitive form:
itch verb [intrans.] be the site of or cause an itch : the bite itched like crazy.