Not much of a dilemma - it's a fact of life. The sad thing is that they could have just done it legitimately and openly by having the links in the footer.

In the industry I work in; the 800 pound gorilla is infousa.com. They and one other company are the only two that have gotten past the URL age heavy sites that rank for "mailing list" and "mailing lists".

Check their links out... link:www.infousa.com - Google Search

What stands out is that they have 18,00+ links - and many of them are from the bottom of Yahoo's travel sites...

But hey - it's part of the game. We've got out challenge cut out for us... (Now is when we hire an experienced SEO company based on performance )