How does ChaCha do it?

Crazy name, crazy questions, real answers! ChaCha has create a texting service that will send you an answer to any question. Yes, any question. I text them, "Who invented the spoon?" and 1 minute later it came back, "Spoons have been used as eating utensils since Paleolithic times. It is most likely that prehistoric peoples used shells ... " Then it links to the longer answer. Hum. I should have asked something harder.
It doesn't cost anything ... yet. Since they don't have advertisers how is this service being paid for? CNBC had is featured on their show and said later on they hope to make money through the cell phone companies as a 411 service or add advertising to the bottom of the text answer.
But for now, there are so many unanswered questions - where do I begin?! I could be sitting in a meeting and need to know the population of Guam - and poof! Or what about how toffee is made? Even better, how fast does hair grow? Google-smoogle! I mean who has time to go to the library or search online! My next question is going to be, "where did they get the name ChaCha?"