Indeed. I read this as "certificate authority offers to actually do its job for once, news at 11."
Which... actually might have some value. Of course, browser vendors would have to enforce the idea that only iSec partners could hand out certs for .secure, but that seems relatively straightforward.
The stuff about enforcing good site security among customers seems a little far-fetched. If some large bank hands them a fat sack of cash, is iSec really going to decline because their site missed a few best practices? It's kind of hard to believe.