Leads, between true and false

Have you ever think what is about when you see leads there, leads here? And what are those leads? Let explain how generally those work.
Let say a Company, like a plumbing company is looking for leads. They looks on internet, this fabulous discovery of 21st Century, find a Company who sell them leads in order to have business. Generally speaking for Plumbing Company is attractive at the beginning because can generate income. Most of the Companies which sell leads take a deposit around $$$ dollars. They start to send leads to Plumbing Company. And here starts the problems. The leads are sending to more than one Company. The winner is only one. You will say this is the free market and is true. But the winning and the loosing Company will add to your invoice the cost of the leads plus the risk cost for potential lost leads. So lets say if your invoice is $300.00 the leads cost of $20.00 and the $10.00 risk cost will be there.
It is OK to work with a plumbing Company after you completed the form on web site of Company who generates leads?
Yes, if you don't have your own plumber yet. We recommend to find on if you don't by searching on internet at your local designated services.
No, if you like your money. In years you can save a little fortune by having your trusted own plumber or plumbing Company. The win-win will be evidently in long run.

We came with all the above after we read reviews of Leads Companies, which are horrible by the way. Most of them.

BBP Plumbing Inc