Also in addition to what
RoadRage said, they're counting on short calls -- I suspect most calls will be for something like, directory assistance, driving directions, short-answer stuff that can be google'd in a minute or less, and if it lasts a little longer, it won't be too expensive for the customer. That means the hourly rate will start approaching $25 - $50 or more for each operator if they take several calls a minute.
Now what I can't understand is how a service like TellMe (1-800-555-TELL) makes money, their service is completely free, often useful, and fun as hell to play with.
They used to have short commercials but I haven't heard any for several months now. Although movie tickets probably generates some revenue for them...