Wow. I didn't know my didn't know my question would cause such a stir. (I think I am bringing my "pot-stirring" karma over from another forum!)

However great discussions and insight into opinions. I can tell you that there are some very good US organizations that registers arms. In working on arms the one organization, Augustan Society, has a very similar process (note I said similar) to the official governments' process, insomuch as they ask your accomplishments and work with you on developing your arms. Much like Lord Lyon will take your suggestions and input, the Augustan will match you up with a person who is familiar with heraldry, work on your arms in order to insure they meet tradition/standard, and then it will go before a committee to insure its unique. Something to think about for those of you interested. I have nothing but good things to say about that organization. The only reason I haven't registered the arms developed with my "mentor" has been personal. ie I would like to have arms from Scotland.

As far as pretentiousness, I would only point out in a time where everyone is glued to the TV and fans of a monumental *** who replaces his lower teeth with diamonds....coats of arms seems pretty benign to highlight one's accomplishments and family values.