It appears that the cost of referral is much higher than it used to be. Fifty years ago, you might have looked in a phone book for companies that offer the service you are looking for, or gotten a recommendation from a friend. Everything was local, basically. I am not stating that this was necessarily better or game-theoretically optimal, but when the alternative is paying a large share to a big corporation for suggesting an option not based on merit, but the highest bid in a micro-auction, something tells me things have been going in the wrong direction in this case.