Some BBBs have standards that hardly go beyond mounting membership plaques correctly. And Houston has historically lagged behind more progressive areas in policing scam artists. But the current aggressive bureau has stepped in repeatedly to warn naive consumers about schemes and scams before they can be ripped off. The feat is due in large part to Dan Parsons. The former radio newsman is new to the BBB's president/CEO position, but he's a seasoned warrior (2003 will be his 20th year with the bureau) in the trenches against fraud. With new programs such as a the "Scam Jam Festival" for young consumers, the BBB is educating new generations in smart consumerism. And with Parsons's refreshing tell-it-like-it-is approach to the BBB's crusade, the agency will be ensured unquestioned credibility and results for a long time to come. Move over, Marvin Zindler. Dan's the Man in these parts.