Cost: Fully customizable plans start at $16.33 a month, plus the cost of the phone. Only the investor gods know for sure if injecting the "everyman's a middleman" model of the Internet into cellphones will be make hay or hokum. But there's no denying the cool factor of Zact. The Redwood City, Calif., service essentially resells Sprint's 4G/LTE and 3G network as an easily customizable Web-based app allowing for user-specific custom blending of features such as voice minutes, text messages, data access and Web usage. Families struggling with the kids blowing through SMS allowances -- and going to sites they shouldn't -- will line up. At least in my early demo, Zact offers exciting capabilities for managing exactly what sites can be accessed and for how long. Zact-supported phones are also not bad. (They include the Samsung Galaxy III.) But keep in mind that only new subscribers are supported; you need a Zact device; and those with feeble access to Sprint's network will be out of luck. But considering that Zact counts Andreessen Horowitz, Verizon ( VZ) and Vodafone Group ( VOD) as backers, is anybody really arguing Zact won't move the investor hype needle?