Access to published experts in various fields (the authors they have worked with)
A well known name so that their certifications would mean something
Big enough name that people would go, plus in the end it's just more free advertising (and book sales)
That might be interesting. You're the closest I know to O'R, you might of heard rumors/mention it to someone.
Do you have any idea if O'Reilly is interested in starting certifications, not just in Perl. It would seem that they have several things going for them:
...you might be eaten by a grue...