'Telstrear'

While not downplaying the tremendous efforts of Professor Graeme Clarkson and others in developing the bionic ear (The Age, 12/4), it is worth noting the important supporting work undertaken by the research engineers and other boffins at the (then) Telecom Research Labs, in Clayton.

How terribly unfashionable. If it were to happen nowadays, it would have to be called the "Telstrear" and hearing would be billed at 18c for 30 seconds (with a 25c flagfall). Progress?