Last thing I'm going to comment: Competing on price (in this...

Last thing I'm going to comment:

Competing on price (in this sector) is a mugs game imo. They will never win mass (or any) market share saying 'our product is cheaper by 0.0001c per min' when they are competing with billion dollar competitors who own parts of the entire network.

It's about price vs. scale. You have to be cost competitive because the market who use VoIP calls genuinely care... Even ballers like me care! To win, you need a large base of users (scale) who make a few calls at low cost. Lots of people x little bits of money = decent enough revenue. Just like Rebtel with their $24 ARPU and $100M annual revenue. That's the reason for the marketing - to grow scale. Now lets avoid a divergent debate about whether this worked or not or is working or why release version 1.0 when 2.0 was coming up.... I'm just explaining why cost is important and not a "mugs game". It's a key part of the customer value proposition and in turn, their strategy.