Because they are selling an ideal, pandering to peoples' insecurities and need for reassurance. You don't have to, I wouldn't either, but a lot of people feel they need the service. Virtually every business on this planet is surviving because they do something that the customer can't/won't/can't be a***d. For that there is a fee. Just think of all the consultants out there................... Every day I get three of four junk mails promising to put me at the top of Google's front page. That's either a lot of dosh, or isn't going to happen given the desire for the millions of businesses also trying to be seen.