You enter your phone number and opening hours; phone number 123-45-789, open 12.00 - 22.00, mon - sun
One day the phone goes suspiciously quiet. A customer stops by your shop, and orders something. He mentions that he tried calling, but the number he got on google must've been wrong because some automated robot message.
You decide to google your own restaurant, and sure enough, the phone number that shows up is 800-00-123. But your keen eye also spots that the link to the restaurant isn't www.bobsasiantakeaway.com, but rather www.bobsasiantakeaway-food.com
Any way you try to search, the top results only point to that website, phone number, google maps location, etc.
Suddenly a sales rep from some company calls you, and offers you a deal - if you pay [x€ month], they will help with increasing your sales. You say OK, I'll try.
Not too long after, calls and orders start coming in a before. You try to call 800-00-123 from your private cellphone, and sure enough - the phone at work starts ringing. You click on the link www.bobsasiantakeaway-food.com, and you're redirected to www.bobsasiantakeaway.com
If you stop the payments, no more phone calls and no web traffic.
You change the name of your restaurant? A new version of the above pops up immediately. You report it to the relevant authorities, but you're told it could take months and months for them to look at your case...you can't survive 6 months with minimum sales.
For some unfortunate small fish, that's sort of how it works.