My thoughts are 2 fold. This trial is the 1st and only time we've had a major carrier allow access to their subscriber base for direct download of the NeoReader. Secondly, NeoMedia has established an inroad to one of ATT's prime OEM's, aka Apple's i-Phone which has endorsed the NeoReader for the App. Store. Could be wrong. Could be right. Dunno for sure. But its just the way I see it.