the issue is, these smaller ISO's (0-15 reps) that don't have the budget to mass market, are using the same lead sources. Thus, those poor merchants are getting called 5, 10, 15 times a week with the same schtick. Then people start stacking on each other feeding off each other like rats

And $2 mill "of the own funds"? What do you mean by that? Who uses their own funds in this industry?