Those with big budgets won't agree, but I DO.
I'd started a site on adWords, got it up to $35/day, which is a fair chunk of change for a micro-business. We started experimenting with one of the big name comparison sites.
It took me two days to do the math, and from the experience with adWords, get a fair view of what it's potential for return would be. The other beef I had was for the amount of money they wanted, the GUI and overall program was extremely poor and had a severe potential for fraud and negative impact on reputation. It was far too brutal for this client to bear.
As for fairness and "should be illegal", I don't think that really enters into the equation. The adage is "if you can't play with the big dogs, get back on the porch . . . " and this client couldn't. A comparison (pun intended) would be we'd love to have a 30 second spot in the Superbowl - yeah, RIGHT!
Even so, having that Superbowl slot wouldn't guarantee I'm going to buy your beer. :-)