Whitespark isn't bad either, but they dropped the ball with me not too long ago. Just stopped responding to us. It's a combination of both, being found and chosen. If you're absent on the major local listing outlets, there is no choice. Your credentials are going to be whacked. I see loads of dealers that aren't even close to where they should be. I can query them locally and see it. It's fairly pathetic. Like I said, a protocol has to be introduced asking customers for their reviews (content). There are a few automotive-centric systems out there outlining this stuff.