Ah but we still have the choice as buyers, and can use them as sellers. If we don't like what their judgement, we can pass or offer/sell accordingly. It is marketing certainly, and one can respect it or hate it or not. Appearance has always been a key in choosing a coin, and if an individual judges one coin superior to another and has also included all the other factors (such as price, relationship with a dealer or customer, etc.) then one can choose. I don't think anybody believes these TPGs are Gods, but rather tools that are sometimes useful, and maybe sometimes a source of irritation. They are not the final word.