[Yoda]

...in the Golfing Machine world- having a GSED doesn't mean the person "obviously knows what they are talking about". Some may - Some may not- but you need to make that decision based on the information you are given- not the "designation".

Why in the hell do certifications exist to begin with? Is a patient supposed to be in a position to question the doctor about his qualifications? Is the college freshman supposed to inquire as to his Physics professors credentials? If the title GSED means nothing... then the cert process is messed up. The golf student doesn't have the time nor the expertise to determine the teachers qualifications.... especially when it comes to TGM.

Billions of dollars are spent each year on branding. To the extent that branding leads consumers to their own best interests, that money has done its job -- for company and consumer alike. But...

If quality, competition or pricing cause that brand to become suspect, then those billions are lost.

As they should be.

In the end, the marketplace rules.