They are probably testing click-throughs and user activity on non-verified business listings. I would assume they know these are actual businesses (they might be piggy-backing on Localeze data, or it could even be data they retrieved from that initiative they launched where they had they had the college kids going door to door?).

I liked your point encouraging people to write both entertaining and industry related articles. This will appeal both to your niche and non-niche friends. I for one try to offer some fun or actionable advice in each of my posts.

Becoming a resource, while dispensing helpful advice related to your expertise, is a great way to gain new readership and clients.

They randomly put my company in the article, which is pretty cool, i.e. Submitawebsite.