Plus I would argue that the requirements and testing needed to gain the THX cert is a lot more daunting than any other home theater certification I'm aware of.

Dolby doesn't require you to meet quality minimums with every piece you make. They don't offer up a complaints number for products or theaters that don't live up to their standards, but THX does.

I mean, if someone wants to talk about shlock, look at all the crap that has ever been put out with Dolby's symbol on it.

About the only thing more daunting than going through the THX cert process is to go through the public opinion process, particularly in this day and age where everyone can blog and have a voice.