Petco's take on nutrition

One of the key advantages independent pet retailers have over the "big box" pet chain stores is independents' staff are typically better trained and more knowledgeable about pets' needs and the products that can meet them. That includes with petfood. (In fact, some manufacturers of premium and superpremium products include extensive education materials and efforts of these retail staffs in their sales and marketing programs.)
So kudos to Petco, one of the big box chains, for taking the initiative to train its retail staff on pet nutrition, a program it started a couple years ago. Now the chain has augmented its staff training with its Petco Certified Nutrition program, in which it is "certifying" the petfood products on its shelves for passing a checklist for one of three categories: Essential Nutrition, Advanced Nutrition and Natural Nutrition.
Take a look at these checklists. They seem rather simplistic to me, though to be fair, the idea is to help consumers make choices, which means keeping things fairly simple considering that most consumers probably don't have the time or pet nutrition knowledge to delve into longer lists or more detailed explanations or definitions.
I guess what I find quizzical is the areas that are not checked under some of the categories. In fact, the Essential Nutrition column has only two check marks; is that Petco's way of steering customers to higher-priced, higher margin products? And products that fall into the Natural Nutrition category are not scientifically formulated to "have consistent nutrition in every bite" or to "meet specific pet needs?"
 Wouldn't some products -- perhaps many -- fall into more than one of these three categories? Are Petco staff trained to understand and communicate that fact about such petfoods?
Again, I applaud Petco for starting somewhere, especially considering the dearth of knowledge among many pet owners about companion animal nutrition. What do you think: Is this a good start, or is Petco doing more harm than good?