Wow, busted.

Appears their DBA was "Yellow Pages United" - hah!

Their fake-directory was called "The Business Book" and members also received submission to https://www.yellowpagesunited.com/.

Compare that logo to the one at http://www.yp.com and you can see the beggining of the problem.

These guys had a true pump model - they're even a testimonial for a high-volume FAX website - http://www.faxcomanywhere.com/customers/united-directories.h... - which you can be sure was used to fax-spam the country.