As Harry pointed out, and to paraphrase, The more you help Notary Rotary, the more Notary Rotary will help you. This is a reward system for Notary Rotary's best customers. Buy a book or a stamp? Get some bars. Posting on the site helps Notary Rotary, so Notary Rotary rewards you with bars. Updating your profile helps Notary Rotary because it helpskeep the marketing area clean for those seeking vendors.
Every one of the criteria fits the statement about mutual benefits. And what's wrong with that? Who doesn't try to promote his own business? This is a way to promote activity and sales on this site.
The ambiguous representation to the potential customer is misleading, though, except for the fact that a recently updated profile would probably indicate that the notary is still in business:
"...intended to identify the best fit notary for your needs. In general, the higher the number, the greater the likelihood the notary will be able to help you."
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