This is the playbook though. It's used by everybody.
Microsoft, for example, has all of their certified developer programs. Company that use Microsoft development infrastructure like SQL Server end up getting huge discounts based on how many developers they have on staff with MS certs. This biases companies to hiring people with those certs, which reinforces the perception of value that developers have from getting the certs in the first place. Then when you have a ton of people on staff with MS certs you're NEVER going away from MS technology because at that point the company is so heavily invested in it.
It's very much an evil genius situation.
A few years back I worked for one of these companies and even though I wasn't doing much with the Microsoft stack in the company (they acquired a Rails company) I was still asked to go get an MS certification just to help with the discounts. I'm now a Microsoft certified HTML5/CSS3 developer, which after going through the IE6 years felt like the most ironic cert I could get.
The lock in mentality is very real though. As part of an architecture committee at that company, we went through many months of analysis for some of the issues that were being faced at the company. The root cause was simply limitations of SQL Server combined with horizontal scale out limitations due to licensing costs. There was absolutely nothing that could be done though, because the company wouldn't move away from SQL Server for any reason.
It was hard to watch.