Secondary Screening
Ryan Singel has a couple of good posts up: Why Privacy Laws and Advocates Matter and Trusty Logo Not Worth The Pixels It Is Printed On. The later explains in detail what economics predicts: Trusty won’t shaft its paying customers to make them actually enforce privacy policies, when people who rely on the trusty seal complain. This makes the Trusty seal worthless, which will eventually come back to bite them, but they get to ride the gravy train for a while.