Just in case there could be any doubt that AT&T is getting ready for an ad war with Google:
http://www.techcrunch.com/2007/11/19/att-acquires-ingenio-and-their-pay-per-call-network/
"We haven't heard much from Silicon Valley based Ingenio lately. In 2006 the company launched Ether, a service that allows people to charge people for calls. Since then, nada.
"But today AT&T is announcing that they've acquired the company and plan to integrate it into its directory service and local search advertising portfolio (yellowpages.com, etc.). The Pay Per Call service will allow advertisers to reach potential leads."
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