Let me try to understand this: 1. "pay per action" is paying for a qualified lead, as opposed to a raw lead (which could be anything, e.g. even a wrong number)

Let me try to understand this: 1. "pay per action" is paying for a qualified lead, as opposed to a raw lead (which could be anything, e.g. even a wrong number). 2. Doing it with phone calls (as opposed to clicks on online ads, or emails etc), because that is how many businesses and their customers contact each other. e.g. gyms, vets, car repairs. 3. Doing it for local businesses. The technical achievement of speech recognition is significant. I like his point that because the speech is interpreted relative to a specific business type, the domain is highly specialized, and so the task of recognizing the particular terms of that domain is much easier. I've been impressed by automatic speech recognition for telephone directory lookup - for me, it works 90% of the time; and that's out of the whole phone book, not restricted to a domain. I guess this is an example of "speech recognition" is still not good enough in general, but it's good enough in specific roles. The next step after "pay per action" would be "pay per sale", which Google can do when you use both their adwords and their payment facility (I don't know how well that's working). Anyone care to correct my misunderstandings, or elaborate on these points?