Of course our system is going to be arbitrary and subjective but... it's our business, our brand an image, and money coming off of sales at our site. Some people might find it unfair with regards to the decisions that are made about them, but this is not about fairness. It's about profit for those involved in the process - ourselves and the affiliates we have. Profit is maximized for all of us in this system.

You use that phone company analogy, I'd use a bank/lending analogy. Maybe lending and loans aren't totally fair and despite someone's bad credit they really do have every intention to pay off the loan and will even use the money for a business plan that will succeed and work for them, but the bank is entitled to protect its investment and its money and not take risk it calculates as inappropriate. The scoring systems they use might not be perfect, but they're designed to protect them in the long run over many loans. Not ensure that each and every single individual one was truly more qualified than anyone rejected.