Really, it's about messaging the public and the people who are the potential buyers, so they recognize that sustainable fisheries have ways of managing the fish. You end up with a quality product. If fish are being dumped, it's because they do not have the facilities to keep them cool or properly take care of the meat. Of course, if they're not taking care of their catch properly, you're going to end up getting sick.
That was part of the message to the people who are potentially buying these fish: If you don't know where it came from and how it's been treated, don't take the risk.