But the point is that the pay off itself is limited. Smaller companies have a much smaller pool of people who would have any reason to accept unsolicited calls.

But the point is that the pay off itself is limited. Smaller companies have a much smaller pool of people who would have any reason to accept unsolicited calls. This is evident in how scams work today: you either get explicitly targeted, or you dragnet using some service which everyone has i.e. a bank, the tax office, or a telecom company. Compromising "Joe's BBQ Emporium" might be easier, but it's still (1) something you have to do (and maybe get caught then) and (2) the number of people who are going to pick up, or not immediately blacklist unsolicited calls from "Joe's BBQ Emporium" is tiny.