The problem is that this is obviously untrue. For proof, look at the restaurant/hospitality industry.
Almost every grade-B restaurant I go to has some sort of framed testimonial-advertisement posted on the door or the wall as you walk in. "Listed in Zagrat's!" "Named by the Bugle-Examiner as the best Thai of 2008!" "Four stars in Barefoot Gourmet's Guide to Eating Out!" You get the picture. (I say grade B because the really top restaurants think they detract from the class of the place, and the greasy spoons don't bother.)
There is no "accreditation" or anything like that in the restaurant industry. There are certainly guidebooks and restaurant critics, but no centralized control or oversight. And yet these plaques are demonstrably valuable and people use them as an evaluation tool. Despite the fact that they've never heard of the
Bugle-Examiner or the Barefoot Gourmet.
You see the same thing in films. In fact, there are a number of cases of
film studios creating fake film critics in order to advertise the film, and many more of film critics accepting bribes in exchange for positive reviews. Again, there's no accreditation for film critics, but the opinions of film critics, even ones that don't exist, are valuable enough to be worth outright forgery.
And my mechanic does the same thing --- as do most mechanics I've visited. Look on the office wall and you'll see various statements about "So-and-so has completed the
American Institute of Automotive Mechanical Technicians Advanced Course" (or something). Again, frames and certificates aren't free. Why display them so prominently if they're of no value? I think even my insurance agent had these on his wall, before I switched to an Internet company.
Lightfire's system hinges on testimonials. The problem is that bad testimonials are easier to create and distribute than good ones. Not only are bad testimonials not
dependent on the existence of the good ones, but you tend to see a Gresham's law effect going on, where the sea of bad testimonials will "drive out" the good ones from circulation, simply because it's so easy to create another organization of quacks.....