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> The idea was that businesses would pay extra for a certificate that guaranteed they were the legitimate brand

I really liked that functionality, it made sense to me

I dont. Putting the decision of who is a "legitimate brand" shouldn't be in the hand of a private company or bureaucratic government. The concept is ripe for discrimination at pretty much every step.

What are you trying to say?

A company only exists as legal fiction created by government bureaucrats.

Governments regularly issue documents about these companies, I.e. certificate of incorporation.

How is this any different?

Have you seen the corporate names companies use? they're quite opaque and indistinguishable from similarly sounding ones.

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