Maybe the oversimplified throwback scenario above gives you some idea of what game Google is playing. Placing the cynicism on hold for a moment, it’s not all bad. In fact, on balance, today’s master directories (Google, Bing, Yahoo) and their copious sub-directory minions (Yelp, YP.com, Facebook, TripAdvisor, CitySearch, DexKnows, ezLocal, ad nauseam) are on balance very much an overall plus, given that you DO NOT already have more business than you can handle. If you’re like most small and mid-sized businesses, too much is never enough, in that a bit of free advertising, no matter how minimal, is worth whatever headaches the downside might produce. Or is it?