>P.S... um, the ODP lists hundereds of site that "offer" value, and not a lot of information (dry cleaners, locksmiths, etc.).
That's the marketroid analysis. And, no doubt, those folk hope to attract business by offering value via the websites.
But from the ODP perspective, these sites are not "sites ADVERTISING stuff", they are "sites of ENTITIES PROVIDING stuff." And that is absolutely critical, because the former is pure promotion by definition, and the latter may be considered information. Who is John Doe, P.C., and what will he do for money? Nobody but J.D. himself can answer that with authority! So that site is the uniquely authoritative source of information on a personal aspect of some industry and/or some community. And in addition, these sites offer UNIQUE services. Even if there are two plumbers in Podunk County, each one of them offers his own skills and schedule of services. But it's especially true if J.D. runs, say, the only 24-hour widget defenestration service in Podunk County -- not only unique content but absolutely unique service.
It doesn't matter how easy or complex it is to describe what J.D. does for money. To be listed, the website needs to be "just big enough" -- and that may take only a page or two.
Conversely, you could provide, say, an advertisement for J.D.W.D.P.C., and no matter what you said, it either wouldn't be unique or it wouldn't be authoritative. J.D.'s website speaks for J.D.
Or--you could provide your own personal description of J.D.'s sercices from a customer's viewpoint -- genuinely critical in the generic sense and at least potentially critical in the specific sense. That could be considered "consumer information" about J.D., and if the editor considered it "significant", it could count as content to be listed. (We list a lot of sites like "J.D. broke all our windows" or "J.D.'s W.D. technique causes ecological damage to the local starling population" or whatever.) But to categorize it, we'd ask whether that was about J.D., or that was a part of your personal jaundiced view of the world (and therefore about you.)
See? It's all about information.