A new poll by Virginia-based SunRocket suggests that while consumers may be aware of VOIP, they don't understand how it works. The poll "demonstrates consumer awareness does not equate to consumer understanding," said SunRocket co-founder Joyce Dorris. The poll's result support my growing contention VOIP is being improperly sold by focusing on price rather than features. There is so much emphasis on grabbing market share and/or a foothold with "look, our prices are the lowest in town", that not enough time is spent educating consumers are how much better VOIP is than regular telephony. If the industry fails to change it ways, VOIP adoption could plateau after you've captured the bleeding edge and leading edge. It's time for the industry's marketing techniques to become a little more sophisticated.