I think it's a good initiative, it's obviously there for CAs to make a buck but it's finally a way to arguably curb phishing emails that rely on similar domain names or IDN characters all the while making your brand identity more prominent.

It seems to also have learned from one of Extended Certificate's shortcomings by relying on trademark instead of company name. I actually wish something similar was created to replace EV certificates as it's easier than ever to perform phishing attacks now that everyone and their grandmas has a DV certificate on their site (which is a good thing).