TRUSTe did a bang up job establishing themselves as the must have credential that sites paid them well for. You offer eye candy and a pretty little logo to provide a sense of security. Truth in advertising however, requires more than stamps. It demands in this case, annual inspections and that is what TRUSTe promised.
If you own a 90 percent market share, or in some countries even more than that, you are de facto the entry gate to the digital world. If you then decide to discriminate against competitors, or favor your own products over everyone else's -- even when the quality is inferior and without full transparency to the users -- this is an unhealthy market situation.