Its nothing new to real estate. The old "you gotta be branded" game.
In fact, ask any Realtor® who has had their license since 1984 and they will tell you that being "branded" has been a longtime "you gotta have it" thing that people have sold to us.
The sad truth is, ask any professional who has been successful for a long period of time, and they will tell you that it is their Centers of Influence that has made them powerful... not a "vanity number."
So Why Is It Taught?
Many times, the "snake oil salesman" of today teach yesterday's techniques with new labels.