In the cases I've seen they are more like this 12221.Makemoneyathome.com . The 12221 is a tracking code so they can determine what commercials work and where. 12221 can also be representatives advertising in their local area
Here I have some experience with this. These guys do this for tracking and for memorability, but let me tell you they know nothing about making money from home...
They are Lead Generation companies, handling the frontend and there are only 4 or 5 "Big Boys" in the game although it looks like way more.
When someone calls up or reggies on the web they ask generic questions like "are you interested in working from home?" "how much would you like to make?"... etc etc
They then turn around and sell these leads to Lead Resellers who in turn sell those leads on to people in MLM companies, Network Marketing, Opportunity marketing and so on, who need to sell something to make money with their "opportunity" like a product or membership.
Lucrative business, unfortunately 80% of the people that are the leads and that buy the leads, have not a clue about operating a business and buy into dreams while spending a fortune... it can be a sad thing for them.
cheers
Mike