Pavlov Moves Into the Cellphone Industry

With the cost of mobile phone calls already dropping sharply, Virgin Mobile USA plans to announce a way that people can talk for no money at all. They will, however, have to pay with a chunk of their attention.

The program, called SugarMama, lets people earn one minute of talking time by watching 30-second commercials on a computer or receiving text messages on their phones, then answering questions to prove they were, in fact, paying attention.

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