School Stamps of Approval

I was fascinated to learn last week that schools can buy-in to a variety of programs that result in something akin to a "Good Housekeeping Seal of Approval" or "Better Business Bureau Award".  And just like these famous honors from the business world, these school certification programs cost a lot of money.

For starters, I learned of an organization called "International Baccalaureate".  A number of schools in my district are already certified "I.B."  I'd heard of the nomenclature before, and merely assumed that it was some (free) designation based on curriculum.  How naive of me!  For a school to earn the "I.B." tag, there is a $10,000 process involved!  Similarly, another school in our district has adopted the "Expeditionary Learning" model of schooling.  There is a fee associated with this as well.

Two thoughts come to mind:

• Having an explicit and comprehensive philosophical model to follow is an ingenious way to drive change in a school community (staff, students, parents).  People rally around sports teams' colors, logos, and mascots.  A certification is likewise something to rally around.  
• On the other hand, it's a shame that a fledgling industry is developing around school certifications.  Isn't it enough to strive for simple academic excellence?  The answer may apparently be "no".  Specialization is the by-product of societal affluence, because specialization cannot occur without the money to pay for it.  Are schools being pressured towards special certifications for their public relations value?