damage to their reputation (those sending the scam mailings) is deserved. The fact that it's legal to scam people doesn't change that. They sent out scam mail

damage to their reputation (those sending the scam mailings) is deserved. The fact that it's legal to scam people doesn't change that. They sent out scam mail that made it appear they would list people in the yellowpages, using a very similar logo and all. They were intentionally taking peoples money by giving them a false impression and then not delivering the value the people expected from the mailing. That's a scam, unfortunately it's not a crime.