[ajjohnsonsoxfan]

I also think it's a pretty smart marketing move. If you're a buyer of PWCC cards it gives you an extra layer of grading that can easily be searched on. I recently added a "pwcc-he" ebay search just to see what cards they are designating high end. I think we all like to see cards that look better than their respective technical grades. And if you're a seller with PWCC there's an obvious upside to getting the designation (especially after all the "in-house" bidders go to work). :-)