What does STRZ mean? - 57879 (5STRZ)

So I read the article in the Denver Post (http://www.denverpost.com/headlines/ci_4719289) about the CRAZE with text messaging. I personally don't think there is a 'craze,' but the article does mention a whole bunch of codes not yet implemented but apparently taken. Well, I won't add them until I hear that they are live. One is, it's 5STRZ. And here's the blurb from the article:
"Denver-based Connectme360 is targeting the hotel industry with its code 5STRZ (57879). Essentially, the company's service will allow hotel customers to receive information about the city they are visiting, such as the nearest sushi restaurant, by sending a message to 5STRZ. The company hopes to launch the service in the coming weeks, said chief executive Brian Hayashi."
Good luck!