All interesting. One could take the majority of the answers and say that ISO 9k is a means to show conformity, but should not be a long term solution. In other words, gaining a reputation of quality in your market place could replace the need for certification and all certified entities to 9K should be working towards this end.
ISO 9001 is about the assurance of the organization in the customers' eyes that requirements will be met, systematically. So, you build a rep. with existing customers. Great! But how do you communicate being great to new customers? How do they obtain assurance, before spending money with you, that their confidence is going to be paid back? Not everyone has ranks of SQAs running around evaluating suppliers - thank heavens - and you don't have to maintain several quality programmes for each major customer. THAT's a benefit of being certified...
We sometimes have to get back to basics to understand where we're going...

