For profit lawyer referral services inundate us all day long with flashy and often misleading advertising depicting their organization performs an important service for consumers. Your average consumer has no idea that such advertisements are self-serving and the non-attorney spokespeople can get away with making specific comments as they are not members of the Bar and regulated by such. Further, the lawyers associated with such referral services offer no special skills that set them aside from attorneys who have opted not to participate.