Well, everyone is entitled to try to make an "honest buck". The guy running the enterprise has a surprising profile (ex British Army!) -http://www.linkedin.com/pub/brett-rhodes/1a/121/866
I notice that there is an "official" UNESCO medallion scheme as well, ( http://whc.unesco.org/fr/partenaires/413
) for the rights to which the Swiss "Partner Company" no doubt has to pay a large amount of money!! I haven't been able to find any examples of their products to compare with those from this US based "free enterprise" initiative (which of course can't use the WHS logo and has to disclaim any official connection with the scheme or with UNESCO)!!