Since this is an established thread, it comes up as the first result when searching for pinball scam and other related search terms. So, chances are high that non-pinsiders will stumble upon this thread.
I've also seen the link to this thread posted on other pinball sites, on facebook, and on reddit when the question about the legitimacy of a (scam) dealer site comes up.
Based on the number of people who go so far as to ask about them, and how many websites and social media profiles these scammers put up, I'd say it's probably pretty lucrative for them.
Quoted from mbeardsley:How is it that they get their website shown in the Google results way before actual legitimate dealers?
Those are ads ad the top of the page. You can get some for free from google as a promotion and/or if you meet certain requirements. Or, you can just pay for them.
I have an ad blocker, so I never see them.
Below the ads, then you get to the actual search results with the legitimate dealers.