Bill with multiple personalities (and residences)

I know what a stickler we are for correct personal info in the interest of preventing fraud, so despite my leanings toward "live and let live", I have to confess here that I find this odd: Two unrated people named Bill with different last names, in different towns in Missouri about 30 miles apart, selling what seems to be the same scope, using almost identical words. See ads 347874, 347725 and 342760.