The spirit of the policy is the following:
1) Respect our sponsors. Without them, we would have no site. It's disrespectful to come into the house the sponsors help maintain and promote others in it, wouldn't you say?
2) Provide helpful information, but don't promote. Direct hyperlinks to non-sponsor businesses that compete with sponsors are promotion according to the policy, so if you think it's helpful to provide a website address, then why not provide a website address without the "http" and/or the "www"?
Feel free to provide a website name without a link for the purposes of "help" as long as it's not promotion.