Google, which seems unstopable, is now thinking of enabling free cell phone usage. Of course there will be a "price" to pay in exchange for it (a paradox you might say). It will be necessary to agree to undergo the torture of targeted advertisements, in a form in which the method is not yet known.
In France, there was a time when Bouygues Telecom offered free calls in exchange for audio ads interrupting the conversation.
We would like to point out that it is the consumers who yield to the ads and buy the advertised products which encourages this sort of advertising.
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