Is the study of animal behavior being marginalized when used as a marketing tool?

I found a website yesterday, specializing in dog boarding. What alarmed me was they stated, "our camp counselors” are, “certified in dog behavior.” When I inquired, which I did, I was told they go through an in-house training program lasting a couple of weeks or less! The problem I see with using the designation “certified in dog behavior” is, it makes the study of animal behavior, appear to be no more than friendly dog advice obtained from anyone, while marginalizing the very individuals who can and are educated to help the most. This is a disservice to the dog owner and the industry.