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I see a lot of overlap between lawyers who list Super Lawyers and lawyers who list Who's Who.

Yes. They call you, offer to write you a personalized biography, headshot, feature you in the list, and then.... ask you to pay them for it.

Source: sitting in boss' office listening to the call on speaker phone.

Yes*

The asterisk is that lawyer advertising rules/regulations are so stupid that even though it's a scam, it's not necessarily useless. There's a limited amount a lawyer can do to get their name out, you know? So it's a scam but may still provide some amount of value to some percentage of those who are scammed by it.

Also, it does get a surprisingly broad cross section. One ~prestigious~ federal judge with whom I am familiar prominently displayed super lawyers listings.

Doesn't seem like bad advertising to me

And how does this Martindale-Hubbell thing work?

society is a scam