Proprietary chargers and cables that work might be better than the mess consumers have to contend with now. Pretty much any USB-C cable or device may or may not work with others as intended. Something has to be done and this kind of authentication program seems to have some capacity to address current failings of USB-C products.
* A standard protocol for authenticating certified USB Type-C chargers, devices, cables and power sources<p>* Relies on 128-bit security for all cryptographic methods<p>* USB-IF selected DigiCert to manage the PKI and certificate authority services for the USB Type-C Authentication Program
This might be overly cynical (and I'm not going to address the utility of such a USB safety net), but I can see this being used as a way to only allow <insert your multi-national tech corp. here>-approved chargers.