On second thought...

R1/source/business/index.rst

@@ -3,7 +3,8 @@
 Varnish HTTP Cache Business
 ===========================
 
-Companies which can help you with Varnish.
+Companies which have contributed back to the Varnish Cache Project
+and which you can pay to help you with Varnish:
 
 .. _business_varnish_software:
 
@@ -26,7 +27,29 @@ Companies which can help you with Varnish.
 
   Germany, Consulting.
 
-(Send email to phk@ if you want your company listed here)
+How to get your company on this list
+------------------------------------
+
+When I put this page up I hadn't really thought it through.
+
+There are a *lot* of companies offering Varnish hosting and services
+and I was not planning to maintain a comprehensive directory of
+them all here.
+
+Experience shows that companies forget to tell when they go out of business,
+move, change names or drop products, and therefore such lists either takes
+a lot of effort or end up having negative utility.
+
+An obvious solution would be some kind of self-registration system where
+entries expire if people don't update them, but that would be an invitation
+for spammers and I don't have the time (or skills) to write such a facility
+anyway.
+
+So instead I have raised the bar:  To get listed here, a company
+must have contributed back to the Varnish Cache Project in a
+meaningful way.
+
+Send email to phk@ if you think your company qualifies.
 
 .. toctree::
    :hidden: