MTV Mobile - 33633

So I am watching Pimp My Ride, chilling at home with my 14 year old son, and along comes a ringtones ad brought to me by MTV itself. I write down the short code of 33633 and then google it, once the show ended. I find out that Motricity won a contract to implement this service for MTV. Here is an article on "Motricity gets its MTV: ring tones, music, more" at http://www.newsobserver.com/104/story/523813.html.