What are the benefits/value of recertifying under the LEED EB program?

We've been reviewing the recently released USGBC guide for LEED EB recertification, and it appears to be more difficult than initial certification. Example - you need to provide data from 25% of the recertification period, which could be as much as 15 months of data instead of 3 months for initial certifications.

Also, the fees on the GBCI website are the same as for both certification and recertification!?!

Why would anyone ever recertify, when they could let the certification expire, and certify again with much less effort, and the market would never know.

Are we missing something, we see basically no benefit.