The Vanity Pitch:
If you have a business you’ve probably been approached already with a proposition that goes like this:  "Dear Business Executive" begins the letter. "You are a potential candidate for a free listing in our next edition of Who's Who in the Business World. Please accept our congratulations for this coveted honor. Since inclusion can be considered recognition of your career position and professionalism, each candidate is evaluated in keeping with high standards and we think you may make an interesting biographical subject."

Feeling flattered you may be convinced to take them up on the offer.  If you do you may be stuck with a subscription fee, a charge for the listing, or an inflated price for buying a publication that does not receive the widespread distribution implied in the initial offer. If they actually produce a directory it may only have limited distribution.