It's a cheap way for businesses to avoid litigation and bad publicity. Pay the fee, get a sticker to put on your door or website, and hope that most people think it's a mark of trust or quality. When consumers do complain, get them to vent on an online complaint form, provide some minimal mediation service, and hopefully the consumer won't take it any further.<p>I followed the complaint process for the southern New England BBB about five years ago for a local car dealership and BBB member (the complaint concerned misleading advertising). I discovered that the complaint was erased from the BBB database for the dealership a few months after the process ended (it was supposed to stay up for three years). I told the BBB about it, they added it back again, but a year later it was again removed.<p>Makes me wonder that the problem the LATimes identified (accredited businesses having more complaints but higher "grades") might actually be worse than described in the article.