Comment by kls

I think the BBB has already sustained the fatal wound, it will just take a time-frame of decades for it to play out. Their service means nothing to most of the generation that grew up on the internet. Those people tend to utilize several key data points (trusted blogger, Amazon Review, a forum, Yelp, Urbanspoon) to make decisions about businesses and products.

Where those that are rapidly becoming elderly, grew up in a generation that had to rely on these data aggregation and trust business entities. As those people become less and less of a consumer force via attrition, entities like the BBB in their current form will cease to exist. I think they sense it and are selling that last thing that they had (their credibility) in the death throws. All efforts to adapt their model has thus-far failed.