First, let's get one thing straight: We do not sell links.
By "creation of one-way inbound links" we mean that we can use best practices to try to get companies to link to your page. One way of doing this is making informational sites in your industry aware of your site's existence. For example, we can prepare a newsletter or press release and send it to companies who may be interested in knowing about your site. We can submit your site to reputable directories, then through the press release some people will visit your site, and if they think your site is worthy they may write about it on their site, or maybe even suggest it to others through their site. Finally, we will ask sites that provide reviews on sites if they could review your site. If they write a review, perhaps they will provide a link for their visitors to visit your site. I used dating as an example, this applies to any industry.
Everything we do as far as generating backlinks is ethical. We do not sell links.