Why is it ok to pay BOTW directory but not others?

I have recently seen a huge advertisement campaign by BOTW directory offering discounts on directory submissions. When i visited the directory, they have up to 50 do-follow links on each category and the description with them is just a line or so with no unique text.
My question is why Google does not mind it for BOTW while other directories would be considered SPAM if they do the same.
(Recently Matt Cut has said that they are ok with directories like BOTW)