The coin side of CU, PCGS, has the same business model in place. It's called CAC and they have a "green bean" instead of a "purple square". They evaluate slabbed coins and sticker them if they're exceptional for the grade. Honestly, I couldn't care less but the model has been in place now for over a decade and CAC'd coins carry a premium, even to the point that many collectors won't buy a slabbed coin unless it has a bean.
I can totally see a service like this taking off in light of the grading debacle going on. If someone steps up to the plate and can offer an unbiased evaluation of graded cards, they might do pretty well.
Again, I couldn't care less one way or the other. I've mostly been a coin guy in my collecting life, and don't care if a slabbed coin has a bean or not since I can evaluate the coin myself as good as anyone. But, don't underestimate the droves of collectors who don't have the confidence to do that.
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