BP was started by an ex compliance official at Visa. He like any other entrepreneur saw an opportunity to create a 3rd party company to regulate this space, similar to how the mobile carriers use third party auditors to monitor ringtone sites.
Brian thought it was a good idea to involve the networks rather than shun them to help advise on the proposed guidelines and to help keep the deception out of the space. There were 5 or 6 networks invited, 4 choose to participate. One of those who choose not to were mentioned as speaking to Carlos about not being part of it. Funny how he had the choice to be a part of it but didn't tell you.
Why werent 40 invited? Because half the networks didn't do anything in this space, and the rest most likely pulled their offers from one of those invited.
If you like sensationalism Carlos' article is for you, if you think about it from a business standpoint you'll see BP is a good opportunity for its founders to create a business.
In regards to pixels i am assuming its so they can monitor the sites for compliance. The advisory boards role was to discuss the compliance rules BP was enforcing, since those rules were solidified we havent had much contact with BP as they work to build out their relationships with banks and ISO's..