Why this business?

The results of SSC of 2008 were to be obtained via SMS from various mobile operators. Almost all of them launched the ads that anyone could get the results by dialling some 4 digit numbers. For obvious reasons, in my assumption, around 6 to 10 Million SMS were sent from morning till 5:00pm of June 26 to all the mobile operators. Thus the operators earned millions whereas the actual results were supposed to be available not before 5:00pm on that day, and the mobile operators very intelligently kept that information secret. General people have lost a considerable amount of money by sending SMS unnecessarily, and getting the reply 'The result is not yet published, please type......'.
Why this unholy business?