Thomas Register is being smart (or sneaky?)

I was just reviewing my website's stats for July. Hits from TR were way up from normal. Cool I thought, their new programs are paying off. Then I thought to search out hits from their new 'EZ' site for my product category, environmentalchambers-ez.com. No hits! So I can only assume that they have figured out how to make the EZ hits look like hits from thomasregister.com.

Now to my headline...is this smart or sneaky? I am paying just one price to them to generate leads. Should I be concerned about the tools they use? In my stats, I normally rank thomasregister.com as a 'search engine', but not environmentalchambers-ez.com because the user is has already searched once to find that site (same goes for IQS). But what am I measuring now, and does it make a difference?