@TMHeimer
The length of the course is important. In my view, most open water divers are trained to the scuba diver level, but certified at the open water level. I'd like to see the scuba diver course be strengthened a little so that it would appeal to the bucket list divers that make up the bulk of the market.
That said, I wonder how to retain some of those people to continue. Would they continue if they were not taught at the lowest common denominator? We will probably never know. I am certain that too stringent of requirements would cause the market to shrink more than the agencies/industry is willing to tolerate. Even though that will never happen, let's just say it did. The retention of divers would have to be at a sufficient level to make that economically viable. I just don't see the industry taking that gamble.
In order to not take this conversation any further OT, I'll state that what
@BurhanMuntasser just posted about NAUI's OW course sounds really good.