For years the baby bells have been trying to slow (or ignore) the death of the landline by forcing DSL customers to bundle one, whether they wanted it or not. That's why it's kind of refreshing to see this Verizon ad (pdf), forwarded to us by a reader, that actually encourages customers to drop their landline. "These days, more and more people are looking for ways to cut costs and save money," begins the ad, which says that "this is a great opportunity for you to cut down on costs by making your wireless phone your only phone."

So what prompts this change of heart about the landline, which for years was an inseparable part of the carrier's bundle? Reality for one thing, and cable VoIP for another. Cable VoIP growth is explosive (Comcast's the third largest phone company), and it makes sense that the carrier advertises their strength (wireless) in the cable fight to keep defecting customers in house.

Or not.

"It is not a reaction to cable VoIP or cable phone customers," says Verizon spokesman Robert Elek. "The majority of the people receiving this are not Verizon landline customers," he says. "It is designed for all customers in the country."

Of course Verizon is selling millions of landline customers they don't feel are profitable enough to upgrade. For years, Verizon has been under fire from unions and regulators for neglecting copper infrastructure, as the carrier focuses on FiOS and wireless, and now they're selling them. So the marketing evolution makes sense as Verizon turns its focus toward wireless and GPON fiber -- sometimes to the detriment of those last generation copper markets they're leaving behind.

Elek insists to us that Verizon's focus remains squarely on the bundle, delivering the kind of hearty nod to the landline that reminds us more of the Verizon of old. "It's no secret that landline counts have declined through the years as other options have been introduced into the marketplace," he says. "That is to be expected, but many consumers still value and appreciate the utility, the security and the reliability of the good 'ol landline."