The public recognizes and respects it. Standards so clear you can see yourself in them. For the first time, teachers have a concrete set of national standards that make it clear just what we should be teaching and how we should measure our effectiveness as teachers. We no longer have to struggle in the dark, second-guessing expectations or our abilities. It's a teacher thing.
Certification is a professional development tool created by teachers, for teachers.
It's not some Mickey Mouse in-service. You develop lesson plans that you actually use. The process involves your own students. You can't lose. Even Pavlov's dogs got biscuits.