Definitely an interesting tactic to imitate D & B.
I agree, which was what stood out about the sneakyness.
Basic pitch (with possible user reactions in parens):
Mail from D&B (Oh, that could be important to my busines) Recent activity on your credit rating (Oh my, is this for real? That's scary) (Wait a minute -- I haven't done any 'credit' stuff -- this could be a PHISH or FRAUD!) We at D&B want to sell you a service to watch over this... (Oh, it's really D&B and they are trying to SELL me something.)
The phish possibility is likely forgotten; Final reactions:
(Complaint to D&B about spam; delete or investigate the purchase;
Only in the latter case does the phish get a shot, but that jui-jutsu (or close up magician's trick of misdirection) is very powerful psychologically.
-- Herb Martin