folks usually send Mr.Tyree frags of corals they think could be nice and than Tyree evaluates them over time to see how they do in captivity, do they hold their colors? Do they grow? things like that and if he likes the coral enough he will make it a LE coral on his website. Same goes for Jason Fox, he has built this reputation up to the point where his name has become a brand name, it's all marketing and exposure.
Essentially, if you come across a new coral that nobody else has seen and it is pretty special than you could market it and get it known, put your name on it and see if it takes off in popularity. Problem is most corals that come in are held by a select few people (ie. vendors) that get to cherry pick them, as for wholesalers etc. not all them care about LE or Tyree too much imo