"Is there an inherent conflict in asking a business to pay you for a grade, for accreditation?" WTVD's Daniels asked Baskin.
"But they're not paying for a grade. They're paying…" said Baskin.
"In some cases they are. They get a better grade if they are an accredited business," Daniels responded. "They get a few additional points that may move them from a half, a B to an A-minus, or from an A-minus to an A, or from and A to an A-plus, that is true," said Baskin.
Williams says with his new C plus rating he only appears to be average, and still says that's unfair.
"In this climate, everybody wants to be in good standing because everyone wants to continue doing business, continue to eat, to take care of their employees," he offered.
WCVB and WTVD were among a half dozen ABC stations that aired reports on the Better Business Bureau as part of a joint investigation with the Brian Ross Investigative Unit. CLICK HERE to watch WABC New York's report, CLICK HERE to watch KGTV San Diego's report, CLICK HERE to watch KATU Portland's report and CLICK HERE to watch WCPO Cincinnati's report.
The Better Business Bureau, a non-profit group that began 98 years ago, instituted its A plus through F grading system just two years ago, replacing a "satisfactory/unsatisfactory" ratings system.
In an interview broadcast on 20/20, Connecticut attorney general Richard Blumenthal told ABC News that the BBB's rating system, as currently constituted, "is really unworthy of consumer trust or confidence." In an official demand letter sent to the national headquarters of the BBB Thursday, Blumenthal called on the BBB to stop using its grading system.
"The BBB accreditation and the BBB ratings systems is not about generating money," said BBB national president and CEO Steve Cox.
"[It's] an inaccurate statement that business people are able to buy A's," Cox said. "We have more than 500,000 non-accredited businesses who have A ratings."