What are the barriers for them to develop their own SMS infrastructure? Even if they got a crazy discount down all the way to $0.01 per text, that's still unre

What are the barriers for them to develop their own SMS infrastructure? Even if they got a crazy discount down all the way to $0.01 per text, that's still unreasonable for a message form that can fit in a single packet. I heard somewhere once "if you own the infrastructure you can charge rent" :). Maybe at their volumes it's time they stopped leasing.