SMS Auction via short code 41414 (LIMBO)

Of the thirteen codes posted this week, the most innovative of the week and in the top ten of all time for sure is LIMBO. I thought this was very creative use of SMS. Check out www.41414.com and see for yourself. Although what really intrigued me was the statement on their website that Limbo is partially supported by "The phone networks who share their text messaging revenue with us." Now, have not heard of anyone claiming this before. I wonder if it has something to do with fact that they say that "We’ve created leading mobile companies including Enpocket, Mobliss, iLoop, and Mobiico." As Mobliss is an SMS aggregator, maybe they do earn revenue from the carriers.