After doing some research it seems that servicemagic is a "not-quite-a-scam-but-close" that targets contractors. Each one of those people got CHARGED to get given my info even though I wasn't ready for them to have it. Servicemagic seems to have a practice of placing search entries for local places with a number that phones them. I can't find a non-service magic phone for the place that I was trying to contact. I feel very sorry for the poor contractors, but given the business model, I can't trust the reviews on the site and really don't want to deal with service magic at all.
So if you phone a contractor and get forwarded to service magic, HANG UP!