According to Jupiter Research, ringbacks just aren't working. We Americans are slow on the uptake, apparently. "What's that strange music?" we say. "What happened to your phone?" Then we cry. Oh, how we cry.
Two or three blogs are commenting on it, but I like Jupiter Analyst Julie's take on it:
And, I have to admit, many of my friends simply hung up without leaving a message.
It's not an issue of education or advertising. Music scares people.