Yeah, it will all blow over in a week or two because Fee Fighters is relatively small. A few more people will find out how sleazy the BBB is, but not enough to actually impact the BBB.
Having been in the room with PR people during (supposed) crises in the past: every single one of them would tell you not to do what BBB just did here.
Where those that are rapidly becoming elderly, grew up in a generation that had to rely on these data aggregation and trust business entities. As those people become less and less of a consumer force via attrition, entities like the BBB in their current form will cease to exist. I think they sense it and are selling that last thing that they had (their credibility) in the death throws. All efforts to adapt their model has thus-far failed.
I think Google is actually the most poised to solve this problem at the moment, and I'm interested/excited to see how the Trusted Stores thing they announced today http://www.google.com/trustedstores/ plays out. Certainly a step in the right direction.
To the extent it allows Google users to interact directly, perhaps. To the extent it demands any (non-development) support from Google staff, "forgetaboutit".
(To clarify, I can sign in and update the listing all I want. It shows correctly on that page. Access the Places listing while not signed in, however, and they are, months later, STILL listed as being at their old address.)