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Some directories earn money from selling ads, or from charging people when submitting a link (i.e. a paid directory) or you can have bid directories in which the higher the money the higher your link is.
Money is most likely the only motivator. There are already many well established directories and most of them have been hurt by Google cracking down on directories.
Also brand new directories get little traffic and aren't as effective as search engines unless they are niche directories IMO.
Skinny
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