Unfortunately, if you did that, the businesses would still do their best to muscle in on the "information search" results. Marketers gotta Market, and placement on a SERP is a zero sum game. If one competitor managed to get themselves highly ranked in the "information search" then there would be incentive for all competitors to try.
I guess the idea is you disallow them from optimizing at all in the info search so much that you derank them on the biz for some not inconsequential amount of time if they misbehave.
