Besides being awesome for Ethernet over Copper, Integrated T1's, ADSL2+, VDSL and such, the copper is still being used for landlines - and IOCs are finding ways to layer on value to give customers reasons to keep the landlines. There have been reminder services, wake-up calls, and other Hosted VoIP type services layered on the landline. [ITS in Florida was a good example.] It isn't like you couldn't sell a landline plus Find-me-Follow-me, voicemail-to-email and such. You could. I just don't see anyone doing it yet.
Frontier started as a pain-in-the-ass rural IOC. It bought Verizon's rural assets and now it is buying SNET in CT from AT&T for $2B. Frontier is adding texting to landlines from a company called Zipwhip.