Granted, but they could also be rolling out an inventive new ploy that takes advantage of website owners who have no clue about SEO. When it comes down to it if you have any idea what's going on you know you can undertake a reciprocal link campaign easily without the help of a firm. If you pay a firm to do your link building campaigns they should be getting you quality, one-way links (or at least advising you of how to go about it). I could hire a monkey with an eyepatch to do a reciprocal link campaign for me.
First of all, getting your site on DMOZ is link building. And an important link too, maybe one of the MOST important. I can't tell if you're just stating the obvious here or you think we're complete idiots, considering that the majority of the threads in this forum are on LINK BUILDING.
As far as I'm concerned, any company, regardless of it's size or stature, should take the time first to compose an intelligent e-mail if they plan on mass distribution of it. Considering many of us get hundreds of e-mails like this every day, what's to make us pick this company over the others, even to take the time for a quick review?