I believe the problem is not how they actually market themselves, rather how consumers are perceiving their opinion. Most people just assume it is genuine because it is authenticated by top tier TPA. If people actually just take 30 seconds to read the letter of authenticity it states very clearly this is only their considered opinion, and it should be treated as such.
I don't actually see the TPA's guaranteeing the authenticity of any particular item. (Yes I know they originally did years ago, but not anymore) It is usually the auction house or dealer doing that in the same sentence. An example would be, "for iron clad assurance, this item has been authenticated by PSA"
In the end, dealers want their higher end items authenticated by nationally recognized, major third party authenticators for marketing purposes. For instance, if you were buying a Ty Cobb single singed ball for 20K, would you feel more comfortable buying with a PSA letter? Or more comfortable buying it authenticated from a guy who certified it in his basement? I would take the PSA everytime. But on the flipside, I may ask the guy is his basement for his opinion as well so I could have both opinions.
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