Don, I am not Robert, nor am I an employee of his.  But, I have met him several times, and I think that qualifies me to reply to your question. 

I don't see how the fixes you suggest will make it easier for a potential customer to find the services they seek.  Rather, it seems they would be more inclined to help others market to those listed in the directory. 

The company I work for is listed in the directory to attract new business.  We are not looking to be the target market on this site.  I cannot speak for the others, but I would bet that most, if not all of those listed, are there for the same reason that we are.

If I am mistaken about your intent, then please accept my humble apology in advance.