Why focus just on attorneys? Why not make it more generic for any type of consulting that would fit this type of model? Accounting/CPA/Taxes seems like the next fit.
http://rules.calbar.ca.gov/LinkClick.aspx?fileticket=mKEKxX4... [pdf]
Note that a lawyer referral service is defined as: "'Lawyer Referral Service' means an individual, partnership, corporation, association, or any other entity, or a service or agency of an entity, which operates for the direct or indirect purpose of referring potential clients to lawyers, whether or not the term 'referral service' is used."
I imagine other states have similar licensing requirements.
In this economy, that's not even a joke... (http://www.abajournal.com/news/article/law_school_by_the_num...).
If the barista at Starbucks tried to give you legal advice they would likely be breaking the law themselves.