Because they have three-way communication going on compliments of the telcos. It didn’t take long for someone to push back against BellSouth’s pomp. But I don’t think it is going to matter – the telcos are just stubborn enough to try charging content providers for access anyway.
Adobe and BellSouth are each laying off a whole bunch of people, but for different reasons. In the first case, it is about managing new technologies (and keeping it in sync with the old); in the latter it is about not managing old technology (and separating it from the new). Both serve their purpose.