Very, very evil and ingenious at once:
"Let’s say you own a plumbing business called Steve’s Plumbing. When a caller dials 1-800-FREE411 to ask for the number of Joe’s Plumbing (your competitor), we’ll play a short audio message advertising one of our sponsors — you! For example, that message might be, “While we search for your listing, let me tell you about a great offer from Steve’s Plumbing. Connect now and receive 30% off your first service.”
--Free411.com
