MerchantCircle is continuing to spam local businesses, despite promised by CEO Ben Smith that it would stop. Smith still hasn't addressed complaints that his company autodials merchants with false claims, a full year after he told John Battelle that "he's on it." Even to this day, MerchantCircle's targets complain in the comments on Battelle's Searchblog. MerchantCircle says it plans to reach an additional 750,000 businesses over the next year. Local businesses make money through their phone lines. Telemarketers, they'll gladly tell you, take bread from their tables. Is this a merchant-first business model? Or MerchantCircle-first?

A directory on its face, MerchantCircle at its root, it is a cynical, poorly-conceived search-engine-optimization play using deceptive techniques to harvest business data. MerchantCircle is notorious for autodialing merchants to build its database. The recorded message tries to dupe merchants into entering their data with the lie that someone has left a bad review. It's a classic bait-and-switch not unlike Rapleaf's "someone has searched for you" emails. Hoffman's new buddies have used this technique for at least a year despite numerous complaints.

MerchantCircle's response, like Hoffman's has been to pay lip service to its critics. Entrepreneur John Battelle contacted CEO Ben Smith a year ago. Smith promised to address the deceptive practice but — surprise, surprise — MerchantCircle continues the spam-calling to this day.

And Auren Hoffman can't plead ignorance to MerchantCircle's behavior. He has been prominently listed as an advisor to the company for quite some time.

How will Hoffman spin this one? His words promise one thing. His actions, quite another. As in the real world, one's reputation is best judged not by what one says, but by the company one keeps.