And then, towards the end of 2010-early 2011, Google decided to enter the game with its Google Places. They had no people on the ground to collect businesses' addresses and make sure that the advertised phone numbers were actually correct. But, surprise, surprise, in a matter of less than 6 months all of this data was on Google Places. At the time I was actually telling my boss: "hey! at some point the EU is bound to do something! They cannot just rip people off like this". It "only" took the EU ~6years.