If certification was not worthwhile then why would all of the leading lift MFG's (BendPak, Rotary, Mohawk, etc) all have certified lifts? I have to wonder if Backyardbuddy is simply not willing to do this since they'll never have any commercial applications for their product. Seriously, do you think any shop is ever going to use one of their lifts? They are a hobby lift at best with no past commercial applications to reference. Also, consider the fact that they only make four post lifts, which further limits the use of their product.
What's interesting here though is that BB is most certainly already benefiting from certified lifts. I'm sure it's just a matter of time before they realize that secondary safety locks to monitor cable slack is a GOOD (and safe) thing that consumers want. If they listened to their customers, or checked out any boards, they'd also quickly discover that all lift companies say that their product is the best and it's only through certification that consumers find out which MFG's have taken the extra steps to back up their claims.
BB keeps touting their design as the best. Why? You don't think that a company like BendPak, which has been around for 40+ years (and brings numerous new innovative products to the market), hasn't evaluated every MFG's lift offerings to see if it's a design worthy of consideration? It's not like BB has an exclusive on the use of structured steel 4X4 columns that can be purchased anywhere, by any company.
Finally, here's what I don't like about BB's "exclusive" design. Imagine that you're lowering your car on your BB lift and a cable get's caught on one column (say because it just did or a lock simply didn't engage - not too far fetched when you consider that every column may not be set to unlock at the same time). Now as the lift is coming down on the other three columns the one "caught" column does not allow for flex and will of course end up bending (what else can it do). How's this a superior design when compared to other MFG's that have a "C" column that would simply not allow the column to bend since there's wiggle room (due to the design of the column) for this to occur? Seriously, if their design was truly so great, then every cheap lift company would be copying them, and yet nobody does.