From my brother Johnny:

In the telecommunications game, distinctive and compelling are far less important adjectives than shiny and modern looking..

I disagree: the only thing that Island Tel has going for it is its root in Prince Edward Island, and the strong connection of Islanders to this notion.
When you call the business office and ask why their best long distance rates are double the best rates from AT&T Canada, they happily tell you that they can’t compete on price. They don’t offer the features of their competitors (bill lookup by email, etc.) either.
The only reason I buy my long distance from them is because they employ my friends and neighbours. All that I demand in return is that they be distinctive and compelling. If they try and pretend to be any more shiny and modern, why wouldn’t I just flip to their savvy, modern, shiny (and cheaper) competition?