There can be a company that misleads potential customers and lies to them when they are on the hook. BBB will do absolutely nothing and the business could still have an A rating even if there are only complaints. The businesses that should be shut down are typically not rated and they don't give a crap about the BBB because they know they are worthless. There is nothing that they do to truly help the consumer from getting screwed by false advertising or so on. Your credit card company will by far be more help if you get scammed out of money.
