I don't think that's necessarily the case. It's impossible for human curators to catch everything, as crawlers do. Lots of companies are inevitably going to be left off the list because their website is #2,000,000 in the world & they occupy some industrial niche. Those companies, should they want in, would not be buying entry, but
applying for entry, and their application would be reviewed in accordance with certain rules and other criteria.
Blogs and forums could probably apply for free.
I imagine that the still-theoretical company would (hopefully) profit, and that the curators are neutral salaried employees, rather than Wiki-style volunteers.