Rather than imposing cybersecurity standards for connected devices, the FCC's voluntary Cyber Trust label program will offer certification to those who demonstrate adherence to stated security standards. This carrot approach is a big win for the connected device producers in that it doesn't create a new regulatory stick requiring compliance with cybersecurity standards. Moreover, if the Department of Energy's extremely successful Energy Star program is a guide, this will give products bearing the Cyber Trust label a distinct advantage in consumers' eyes and should drive premium pricing for such devices.