This is the first I have heard of it. I suspect it will catch on.
Programs like Master Scuba Diver, and presumably now the 'MSD with stars', are recognition programs, intended to provide positive feedback and reinforcement, which encourages individuals to continue an endeavor. Whether we agree with it or not here in our heady SB discussions, it is a reflection of fundamental human nature. From my perspective, it is good for the industry as a whole, if it keeps people diving.
Why do people continue to dive? Some want to see new places. Yes, they have a (numerical) bucket list of sites they want to visit. Some want to 'see' something - a particular wreck, a whale shark, whatever. Some want to continue to develop as a diver. (I have said before in posts on SB - for me EVERY dive is a training dive, whether I am diving recreationally, whether I am teaching, whether I am working to clean up a site.) But, whatever our reasons, we all like a little 'recognition' now and then, even if it is something that only we know about. (I achieved a milestone in scuba teaching this year. I am proud of it. It meant something to me. And, I am not saying what it was - that is my business.)
Unfortunately, the label 'Master' Scuba Diver routinely elicits a certain degree of hostility, even negativity. If PADI had used a term other than 'Master', the reaction would probably have been somewhat less animated.
But, the idea of the MSD program, now the potential 'stars' addition, raises a question. How do you 'recognize' someone for achievement? There may be quality measures based on defined competencies - I think Fundies is one example of that. Of course, quality is often difficult to measure objectively. (Like the comments I often hear about the 'quality' of art, or of music, 'Well, uh, I can't define it, but I know it when I see it.' What the @#$% does that mean?) There are also quantity indicators of achievement, based on some parameter that is objectively measureable. And, those measures - not surprisingly - often become the default, because they are, quite simply, easier to apply. The MSD certification is an example. Now, the 'stars' evolution is another. Number of dives. Numbers of certifications. Number of years diving. Are these surprising? How many companies give service awards based on . . . years of service. Why do businesses tout how long they have been around, if not for the implied statement that 'they must be good if they have stayed in business so long'?
I 'grew up' in a dive shop where the owner would put every customer's MSD certificate in a frame and hang it on the wall (if the customer allowed, which almost all did). The many frames provided a border around the walls of the shop. Divers would come in to visit, and it would be unusual if they did not glance up to make sure their certificate was still there.
The practice contributed to a sense of community, it built loyalty, it promoted business. It encouraged others to take courses. Those Master Scuba Diver certificate holders were some of the shop's best ambassadors - they would talk about diving, they would bring friends in to sign up to learn to dive, they would afford those friends a 'target' for a little friendly competition. And, the shop would prosper. Like it or not, that's what the shop was there for - to do
business, to make money. Those of us who teach scuba as an avocation - we have a day job, or another source of income to sustain us - can afford the luxury of looking askance at dive shops, and training agencies, and equipment manufacturers who engage in crass commercialism. (Sniff, sniff) But, guess what? The shop brings me business. It promotes diving, it sells customers on the idea of continued training, and I have more classes to teach, and students to mentor.
I do not criticize (and am not envious of) PADI or any other agency for being successful. In a time when the industry is struggling, when dive shop closures outstrip dive shop openings, it is nice to see an organization succeed.
As a diver, I need for those entities to be successful. I need the scuba industry to be sustainable. I can't manufacture my own equipment as well as Apeks, or Halcyon, or Scubapro can. I don't want to have to maintain my own compressor. I don't want to have to buy my own dive boat, or my own airplane to fly me to the coast to use that boat. If not enough people dive, and keep diving, I lose. So, if providing some form of positive feedback, some form of recognition, that makes divers feel that they have achieved something, that is meaningful to them, I am all for it.