The BBB is a commerce association. Businesses pay to be members. It's similar to a Chamber of Commerce but instead the public can make input into reviewing the businesses - but a business has to be a member. A business that is sketchy to begin with wouldn't even bother to join. Essentially, the membership is of businesses that have already made a commitment to service. One would turn to a BBB not to see who was bad but who was good. Anytime I have turned to the BBB to make a complaint the business hasn't been a member anyway.