I know a couple who moved into a new area maybe thirty years ago, got a new phone number for their small in-home business, and it had been a reservations number for a hotel and was still listed in the phone book and with information as a hotel number. If the regular reservations number was busy, the call would go to their number, which was one digit higher. They got dozens of phone calls each day and sometimes in the middle of the night and the phone company wasn't helpful, stating that the hotel would have to initiate action and pay a rather large fee to change the number. The hotel couldn't care less and didn't want to be bothered. The couple already had business cards and stationery printed and didn't want to change it. Finally, in frustration, they started agreeing to whatever reservations were wanted, quoting very low room rates, but took no credit card, deposit, or financial information. Before long, the hotel figured it out, paid the phone company's fee to break the contract for the block of numbers, and gave this couple an apology.