Could it be real... as in they know what they are doing?

http://gfaauthenticated.com/guarantee/   could it be that TPA's have some competition?

If authenticity is determined under such “Guarantee Resubmission” procedures to be found non-authentic, GFA shall pay the purchase price for the autograph in question or at the owner of the signature’s option to replace the signature with a GFA authenticated signature of the original signer of similar item and value.  GFA will also refund the reauthentication fee and postage and insurance costs incurred by the signature owner in sending the signature to GFA. It is understood that GFA will replace the signature or refund the purchase price after reexamination and a verifiable receipt of price paid is supplied to GFA.

Of course, it would be nice to know what the procedures for determining non-authentic are..

Service pricing model seems reasonable;

http://gfaauthenticated.com/services/

Since it's headed up by Steve Rocchi could there be another player in town?;

Since 1991 Stephen Rocchi former PSA President, and founder, a former President, CEO and Founder of Global Authentication and was responsible for hiring JSA authenticator Jimmy Spence also a former PSA authenticator. Stephen Rocchi has been instrumental in bringing the three largest authentication companies into the sports world.”

Since it stands for Guaranteed Forensic Authenticators (GFA). and so long as we keep certain FDE's out of it - wouldn't it be nice.