As far as we know, this is the first time ever that consumers are being offered such a service.

The sweet spot is 25 cents a minute. That will attract more calls. But BMW might want to reach you even if your bid is $1 or more.

About 10 percent of people will cheat the system but we're hoping they will be ferreted out by the other checks we have in place.

Unlike the Internet, this system is easy to use. It just involves a regular telephone. That's why we've seen many seniors signing up.

Mozart never watched Baby Mozart , and Einstein never watched Baby Einstein , ... We're subject to the demographic targeting of very enterprising companies.

Now that the ranks of the alternative low-cost or free ISPs are being rapidly thinned, the remaining service providers run less risk of losing customers.