Sure, that's ideal, but there's a hurdle every community has to get over before it spreads. I can't see this taking off any time soon with only 3-4 unique entries. Maybe fill in some light data about each business and allow them to "claim" or "replace" it later on with a full-fledged listing, that way the site is at least somewhat useful to the community that'll be spreading the word about it.
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That is true and it was a concern of mine from the very beginning.  For the time being I'll start adding some of the larger and more prominent merchants while I continue to promote the site.  Since it's only 4 days old we're not even in the google listings yet so hopefully people will be patient while the directory grows.