Coffee is a typical commodity, and many people don't mind drinking it just like that (left). Came along Nescafe and Douwe Egberts/Philips, to give the world Nespresso (right) and Senseo. These products are outrageously overpriced, but equally popular.
Imagine what marketing like that could do to plain old voice service.
Optimum Lightpath (the business arm of Cablevision) may be leading the way. It is launching HD voice (over its fiber-to-the-business network; quickly after its interactive patient care service).