A big (by NZ standards) teleco CEO, Theresa Gettung was famously quoted as saying “What has every telco in the world done in the past? It's used confusion as its chief marketing tool. And that's fine”. She was rightly pilloried for this, but the honesty is admirable.
https://www.nzherald.co.nz/business/news/article.cfm?c_id=3&...