Exactly!!
TV service providers/ ISP's are another good potential candidate, but I don't think they'd be anywhere near what Big Pharma would be.
Beautiful thing about it is (as someone else pointed out), once 1 company does it, the rest invariably follow, in almost every market.
I wonder if any of the healthcare providers have signed up yet? Blue Cross, etc. If Pharma gets on board, they probably will too.
Word travels fast ~
Cheers!