The certification mark, as used by authorized persons, certifies that the business establishment displaying the mark has met the certifier's standards for business quality and ethical business conduct by being selected as one of the three leading business establishments in its category of business activity and geographic area, based on the results of an independent scientific survey that is conducted on an annual basis by a recognized pollster among two major samples of consumers, namely, the general public and the business community, and that is based upon generally accepted statistical principles.