UPDATE: Yellowjacket, et al, hence the reason why we have NMPR to help support PC in the interim. Until the message gets out and where brand owners truly "gets it" then will there be a cascading effect of everybody trying to get on and taking advantage of 1.5 billion phones and PDAs out there for their own, easily controlled, mobile marketing efforts.
This is why JP, SOG, Kokonutguy, et al are doing their parts to alert others about PC and how it could benefit them to such a large degree, it'd be foolish to ignore it.