Question
You can think about this as a method for the SaaS company to look bigger and have more customers then they actually have.
There are many companies using this tactic.
ie: http://opencare.com/ , http://www.zocdoc.com/primary-care-doctors/niagara-falls-252187pm
There are so many companies like this that seem to populate their systems with companies which are not their customers.
Is this a valid tactic? I have seen small businesses complaining that these type of companies are using their company name/log/etc without there consent.
Answer
You make some valid points.