In regards to filling in the directory, since it was just launched 4 days ago I'm still deciding if I want to fill in the directory with businesses myself or not. I would rather have merchants submit the site themselves, that way I know they found the site, they find it useful, and I feel more comfortable having merchants fill out their own business details.
Sure, that's ideal, but there's a hurdle every community has to get over before it spreads. I can't see this taking off any time soon with only 3-4 unique entries. Maybe fill in some light data about each business and allow them to "claim" or "replace" it later on with a full-fledged listing, that way the site is at least somewhat useful to the community that'll be spreading the word about it.