Is this "This will never occur in my category" or "this is not what my customers expect of me". It's like saying that if they have sliding doors in star trek, this does not mean we will have sliding doors in real life. The essence of economics is that is something works one place someone will find a way to make it work everywhere. And when you get there only your customers' willingness to stick by you will save you. And where does that willingness come from: from your brand.
A recent acquaintance told me about Blyk, an MVNO that delivers (almost) free voice and text to Young Adults in exchange for them receiving advertising on their handsets (you get app. 300 texts and app. 40 minutes free of charge monthly). Now this is not the revolution I was expecting but as you see from their ad below they have gotten the hang of something: free, paid for by ads. Like the newspapers. Soon someone will find a way to give you ALL minutes and texts free. The question I ask telecoms everywhere is "can you beat FREE"?
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.