my two cents...
First of all its not really about the site... Again... it`s true what you said "They can claim anything on their web page because of course they control the content" But again, just because they get the hits, is the company making any profit? I would be more concerned about their Cash Flow, and Conversion rate. Meaning how many of those customer`s are actually buying.
I know lots of small sites that do not have mass traffic, thus they are converting almost every other person that lands on their web site. So if 1200 people visit per week, 600 of those are customers. My jaw dropped....
Web Developer / Owner / Consultant
When starting your own business the need to "know-how" is greater than money!