As it's currently presented it doesn't seem like a cash cow -- testing fees are the same at all levels and they're the only fees listed. The qualification rules are pretty simple and can be applied across a broad spectrum of martial arts styles/systems.
However, it looks like this organization is still in the planning stages (or just out of them) as its active promotion (masters' demo) is tentatively scheduled for December.
Looks like a well-intentioned plan but the real question is, will politics erase the good idea that's on paper now?
There is a great streak of violence in every human being. If it is not channeled and understood, it will break out in war or in madness. ~Sam Peckinpah