Aside: it would be nice to have geographically local "web-rings". There was a sewing consortium place nearby that I randomly drove by, and also a local quilting specialty shop that I saw, why aren't they all connected to each other in a "makerspace" webring, or "craft" or "art" ring with like waypost signs: "next cool art store 3.5mi thattaway =>"

Same with craft brewing, or scratch bakeries, etc.

Technically it might be "advertising your competition", but in a different light, it's trying to expand the amount of time and $$$ that the target customer group is spending in _any_ of the specialty / niche areas.