Customers also rely on aspects of numbers to identify the service which may be provided, the charge that may apply and in some instances, the geographic location of the number they are calling and if using Calling Number Display is in use, the origin of the call they are receiving. Customers also become attached to numbers that they are using. Business customers often incorporate the telephone number into branding and advertising. Non-business customers sometimes see their telephone number as an extension or projection of their person or personality. Both business and non-business customers become attracted to numbers that may be easy to remember or the combination of digits has some special meaning to them.