Why are we ok with the great Irish rip-off?

Directory enquiry calls may be expensive, but consumers here pay a lot more for other things too, writes Jonathan DeBurca Butler.

IN THIS fast-paced modern world we don’t always have the time to stop and think, never mind stop and look up a number. Though we have more access to the internet, busy people are still calling directory enquiries for that all important and immediately elusive phone number.

Undoubtedly, part of the genius of these companies is the catchy and usually awful jingle that rots itself into the consumer’s brain. If you need a number nifty, you can call eleven-eight-fifty, or if you’re a fan of Pat Shortt you might dial ‘do-do-do-do-do one-eight-ninety’; sure a product that has a stupid jingle like that in it by your man from the telly isn’t going to charge you too much... or so the theory goes.