It's not a huge drain on ISPs

End users get the promised but as yet unrealised 3G experience, in their own home

Phones 'just work' without fiddling with battery draining wi-fi

Network operators see more service usage and loyalty / retention

Hardware manufacturers could sell a lot of these boxes

The only thing unappealing is the price, I suppose I can't blame Voda for starting at the top and leaving some room to cut the price. Even if Voda can't make a go of it, I bet the other network operators will soon see the benefits. I can see this being huge.