One of the current US Cellular commercials has a girl explaining  how she was apprehensive to go to college, because her dad is illiterate (she says that she has to read bills and mail to him). She goes on to explain that someone at a US Cellular store helped her dad read bills and other mail. If you watch enough TV, you have probably seen it. Every time I see it, I wonder what US Cellular is going for exactly. The story is so pathetic, it seems like it is probably true. Who would make that ad up? I come away just thinking US Cellular is weird for advertising that. Besides, the point of the ad is that someone at some US Cellular store was nice and willing to help this idiot guy out; its not in anyway a reflection of the company as a whole other than that they employ someone decent. A good employee would provide good customer service; helping out illiterate guys has nothing to do with cell phones.  US Cellular has always struck me as a confused company; that view has only been re-enforced.