Note that this is not the CA/Browser Forum, the usual industry association you hear about. The CA Security Council is a group of a small number of old-guard CAs, which has been notable recently for pushing a distinction between (automatic) domain validation, organizational validation, and Extended Validation, mostly as a response to Let's Encrypt. The "London Protocol" appears to be a proposal for formalizing the dis…
It's an interesting question: is there value to certificate identity verification ? Apple's App Store for example demands that companies wanting to publish apps have to undergo a verification process using a DUNS number. And this has been useful for example in resolving trademark and DMCA disputes. But not really sure if it's improved security in any way.
This gets us most of the benefits of standard certificate pinning without coupling us to any specific private key or certificate vendor.
The theory is that it’s hard(er) to fraudulently get an EV certificate issued, although—having gone through the process—it does not strike me as super secure against a determined adversary.