This is very similar to what the cable industry did for cable tv wih commercials over broadcast TV from the same people who did that.
Right now none of the cable carriers are signed up. The focus is to get the number out to the carriers and cable operators under a licencing arrangement.
What the people behind this want to do is really license the number to the many players and make a fee per call. Direct marketing at its very best.
That is a great idea… The cable guys still use their collective power to duke it out with the bells.