Poisoning Google's search results

I came across some fake Norton support courtesy of the first result on a google search. So who exactly are these fakers and what happens if you call asking for support?

These are some of the URLs and phone numbers I observed:

Database Infotech: dbispl.com
Their address: Building No. 5, IInd Floor, Ind. Area Tilak Nagar, India, Block J, Rajouri Garden Extension, Rajouri Garden, New Delhi, Delhi 110018, India

  / nortontechsupport  
http://www.norton-uk.uk/ 0808-169-1503
http://microsoft-contact-number.co.uk/ 0808-169-1988
http://www.gmail-support.uk 0800-029-4639
http://contact-help-number.co.uk 0808-169-3106
http://www.antivirus-helpnumber.com 0808-169-3103
http://www.tollfree-help-number.com 0808-169-3107
http://infosolution.co.uk 0808-168-9042
http://www.wwwhelpnumber.co.uk 0808-178-2624
http://dell-support.co.uk 0808-178-2624
http://www.printer-helpnumber.com 0808-169-1503
http://contact-help-number.co.uk 0808-238-7544

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