If you’re a company that’s desperate to get small business signups, and you don’t really have good marketing judgment, you’ll use Google AdWords to position yourself as a middleman offering a “free” link “for SEO credit”.
(Never mind the likelihood that most of your business listing pages have no PageRank to speak of. Heck, not even the top business promoted on your Member Showcase page has any PR on its business listing page.)
On the other hand, if you’re a company that’s been in trouble because Google considers you a middleman that offers links for SEO credit, you’ll wisely change your tune and promote the idea of links-for-traffic instead of links-for-SEO-credit.
Strange times we’re marketing in, aren’t they?