With Foursquare, FB and now Google, I think there is room for a "neutral" competitor that lets businesses set up shop with their own domain and integrates easily with the other sites.
this is what a service area looks like:
<a href="http://tinyurl.com/y7o56e6" rel="nofollow">http://tinyurl.com/y7o56e6</a>
ie polygons instead of points on the map.
disclosure: i worked on it.