Is it really that sleazy? Any service-based company is built on charging their customers more than what it costs to actually do the service. In this case, the service is finding a locksmith and directing them to your location. If someone can find a way to get in front of customers for that, then more power to them - that's the business model for any directory.

Google itself is doing much the same thing and profiting from it. They have become the go-to source for many people looking for a locksmith, when there are other ways to find them.

Maybe there's more to this than has been described, but on the surface, it seems like a common business model.