Yes, but it doesn't factor one bit in evaluating whether I use a project.

In short, have you even looked at the criteria?

Yes, and it doesn't matter --- whether or not a project does X is not necessarily an indicator of its success. You're essentially saying "all successful projects do X, so if you do X you'll be successful" --- where success is, in this case, earning a badge.

I've seen far too much software that happens to tick all the "best practices" boxes, yet is a horrific failure at doing what it needs to do.

Also, snake oil salesmen made all sorts of claims because they were going to earn money by selling you a product. Earning a badge requires $0, so the badging process is not a sham to earn money.

It's not free in terms of the time expense.