A friend at work was talking to me about this yesterday. He's a Magicjack customer and I use VOIPo. He's thinking about upgrading to Magicjack Plus, but wanted to explore other options. In the end, we decided Magicjack was a good choice for him and VOIPo is the right choice for me. Bottom line, it's mostly a decision of cost, features, and support. I agree with Tim's thinking -- know what ballpark you are playing in, and then compete against companies in the same ballpark. He may lose customers to Magicjack Plus, but easily offset that with customers in my demographic who want what VOIPo offers at an unbeatable price point.