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The upshot of most comments seems to be that most of us have been doing what QS is proposing for many years. QS seems to be being credited with a 'genius' marketing strategy and that is probably correct simply because in the short term it will work. My personal bete noir is beer, or rather lager. I won't drink anything brewed in the UK and if you study the label you will see that it all seems to come from the same giant vats (and tastes like it). It never ceases to amaze me to see people mulling over which lager to buy based almost solely on advertising, the prize of which is Stella. It seems to make them happy and if that is all it takes then good luck. Personally I buy Sainsburys, or Waitrose or Tescos own brand which if you study the label is more often than not sourced from 'a small family owned and run brewery' and tastes just like the real thing. So what side does that put me on? I really don't know but I am ashamed to belong to a PROFESSION that now has to stoop to marketing gimmicks just to appear to be client (or is it customer) oriented. For what it is worth it will work but only to begin with, corners will be cut, standards will fall and in 10 years time somebody will have the industry changing vision to simply charge for the work actually done. Anyone want to take the bet?