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Apparently they do daily penetration testing targeted at the servers of those who subscribe to their service, and the logo appears when the results of that testing are within a certain range of 'success'. It's difficult to tell how aggressive their testing is, but if they find a site has become 'unsafe', the logo won't display.
As far as displaying the logo at all, it's a kind of visitor assurance thing to help them feel more comfortable with giving the site their credit card info.
It strikes me as a little odd that they don't also have the logo of whatever service they obtained their SSL certificate from, Verisign or whoever. Maybe such a logo is too meaningless to their visitors, and they prefer simply being told that the site is 'hacker safe', implying that their cc data won't be stolen ... too easily.
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