API certs. good or bad are a starting point and help the consumer. Maybe not the greatest testing in the world, but they are something. Sitting back not participating then tooting your own horn IMO about how great a product is would be a bunch of BS.
You want to make claims the product is better then get into the game. I can home brew my own oil and say how great it is too, putting my money where my mouth is would be another story. Since these companies claim these tests are expensive I see that as a half truth and an easy way out. Oh yea and a way to increase profit...............My $.02