It brings the costs of on-boarding, support and sales to 0. At least, from the customer facing perspective. Presumably, they also believe this will bring them a

It brings the costs of on-boarding, support and sales to 0. At least, from the customer facing perspective. Presumably, they also believe this will bring them a net increase in 'paying users', with larger customer defections coming from the big players (Verizon and AT&T) rather than their own customer base. I could see how it could be an attractive revenue stream.