I have not used these things in years and just got the latest of two different types I get each year. I have been much too lazy to do anything about getting rid of them, or getting them stopped, but this year there seems to be a ground swell against them.
Jonathon Narvey has started a facebook group against their delivery. City Caucus has a piece on this as well.
I know there are lots of people out there that still use their yellow pages, but that does not justify all the energy and waste that the damned things produce.
Small businesses should pay attention to this movement as they need to think about where they are spending their advertising dollars. They need to make sure they have an online presence and a way to connect to people locally online - checking out the Message Maven on how to do this is a good starting point.