Actually, Harlequin is already doing this, a semi-subsidized arm that caused an uproar in the major professional writing organizations, who took Harlequin off their approved list of "pro publishers." I don't know all the details, but essentially you pay to have your book go through their process and bear the logo. If I remember right, it ain't cheap.
Scott Nicholson
http://hauntedcomputerbooks.blogspot.com