I've seen most people using the squidoo comments to promote their own lens and using that lens to promote their site or service (kind of indirect). But the results are definitely there if done thoughtfully.
Squidoo lenses can be compared to online blogs and profiles which may be used as a way of getting in touch with more potential customers, adding links to the main commercial websites operating over the net and possibly generating more income through improved traffic shares gained. If the pages are easily accessible by search engines and the links are similar to blog comments, so there is no need to believe they will not be counted as links.
It seems that many bloggers and business managers are today using Squidoo pages and other free based hosting accounts to improve their main websites links stats. Since they are containing one way backlinks, so they are believed to affect ranks positively.