It can be even simpler. I'm working in the enterprise software space and get multiple emails a week stating we have been selected as on of the 'Top X vendors in X' and won the award for Y by a certain magazine or by a local 'trade association', or can be part of a 'prestigieus' Top 100 list. The only thing we need to do to get the award is to buy some advertising space to cover costs. Normally this is between $3 and $5k.<p>The conversation pretty much stops after I indicate we are happy with the award and the nomination, but will not buy any advertising with them. Funny thing is: a few weeks later some of the vendors in the space will show of their new award of place on the Top X list on their LinkedIn pages :)