Thing to keep in mind. This is not negative, but is what I think a suggestion for some of the speculation about the future. We currently know it is in TEST MODE at this time.
So a few things to consider and I could be wrong. Just because it has several key words that are functioning that does not mean that company has signed on to be a part of the action. In reality it only takes one key operator at GO800 to link a key word to the customer service center of the company currently listed in the roster of active KEY WORDS. They may have set it up on purpose this way to test the system with hopes that when it goes active the company will buy into the new service and purchase the Key Word. As i understand when it is fully functional it will not be a an automated customer service line the texter is connected to but a live person by passing pressing a bunch of numbers and long hold times. If it is Pizza Hut or PAPA JOHNS they may connect to national line that will direct you to menu that connect to a store in your area after you enter the ZIP. ALL SPECULATION on my part but I beleive it to be the end of the yellow pages, 411 and a boom to the food delivery market as well as much more.
Just something that crossed my mind and maybe a few others out there.
IKE had to test the system some how and it is simple to add numbers and names to the Database. So why not go with the big guys such as Target, Pizza Hut, APPLE while you at it throw in a TAXI company in New York or MI.....etc.........