Quite. Although many carriers burnt their fingers with 'push' services a few years back, leading to a greater focus on 'pull', the marketing people are still salivating at the thought of individual profiling so they can sell an individual more stuff.

OTOH many of the technical capabilities that get built into any technical network system in order to make it more profitable, tend to be 'misused' by subscribers. Many, especially young people, 'game' systems to reduce their own costs. And when there are enough smart 'gamers' (i.e. millions), they do a better job of 'balancing' the system than a hundred engineers sitting around thinking what customers might want to do. Often these new capabilities do end up being profitable for the carriers, but not in the way they planned.

You can't be me, I'm taken