[jsm386]

As other commenters noted, they are providing something that a lot of other companies provide, such as the company I work for, Ez Texting.

Here's my plug: we can deliver to the US and Canada, our prices start @ 5 cents an SMS and go down from there, we've got a memorable short code (313131) and we already support a lot of people through our API. http://www.eztexting.com/api.html