Ad-Supported 411

So here's the idea: Call 411 and get the phone number to, say, Big O Tires. After getting the phone number, it dumps you over the sponsored "links" (audio ads)—say, for their competitors, like the Tire Rack, who convinces you to go to them instead. Or maybe even a live person. Or, how 'bout, "for an extra 40 cents, we'll connect you to Big O Tire, but for free, we'll connect you to The Tire Rack."

Coming soon from Google VOIP.

Addendum: Lane writes in: "I'd totally go for that in a situation where, say, I wanted a taxi and the sponsoring taxi company offered to pay the 411

That's a much better articulation of the idea.