Penfold, you hit the nail right on the head for me.
People keep pushing for new dog owners (me soon hopefully!) to go to 'proper' breeders. I see guidelines of what is considered a proper breeder, I have found websites with a listing of 'registered' breeders, and nine times out of ten they are the least informative *online* about their dogs. As if that's not bad enough, the ones who /do/ have a website (beautiful pictures, videos, scanned pedigree papers, etc.) the majority of them have stopped breeding or are on pause for a year or more! And I can count all of these websites on one hand.
I remember getting frustrated and just skimming through free ad websites (who at least show their puppies and, though possibly falsely, advertise that they are KC registered and health tested) just to see where the hell I could get a pup if I were to remain in the U.K. for another year. No worries as I wouldn't buy them but if I had a lot less willpower and common sense...
I consider myself a responsible pet owner with a lot of ambition for my future dog. I want the right puppy but damn, Ethical Breeders (tm), you make it so hard to find you and trust you!
With this ability to 'endorse' puppies and giving breeders a bit more control over their dogs, I see no reason then why they can't make themselves more visible to the 'pet market'. Breeders complain there are too many dogs in pounds, but there are too many dogs there because we can't get a decently bred puppy without waiting 5 years and visiting half of England's country side!