Throw it On the Wall and See if it Sticks

Though it isn't the way service providers are used to doing things, allowing customers to discover services they like is about as rational as anything else a provider might try. Especially when everybody is in discovery mode anyways. Mobile providers "discovered" the popularity of short message service, rather than being able to predict such success. And if it doesn't die of its own weight, IMS is supposed to allow such discovery and trial processes. The Web is the other way discovery processes happen every day.