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I think that this is one of the most interesting bits of business thinking I've seen in a while. How to take a phone directory service above and beyond the competitors and into a whole new territory. It also seems nicely tied into the consumer insight 'too many numbers for too many things'. For most, if not all consumers simplification is always welcome where this kind of thing is concerned. I'm not sure whether they've absorbed AQA or have created an echo of the service they provide. Or, on the otherhand, is this a last ditch attempt to make as much money as possible from data and mobile network charges as possible before we can all access the interweb from our pockets for a figure substantially less than 59p.