Almost all mobile operators are offering all-night-free packages to attract the younger generation offering unlimited SMS services. The purpose, quite plainly, is to enhance their market share and in the process earning profits on volumes. People do not usually call their parents, family friends or relatives at these odd hours and these all-night-free packages are targeted specifically towards the 'love birds' talking all night and usually sleeping in the class rooms to make up for the lost sleep. The marketing considerations of the mobile operators are understandable. However, aren't they pushing our future generation towards immorality? Surely it is a war between materialism and morals with the former taking lead. Food for thought for the ones who believe in social values and traditional family values. -DR. IRFAN ZAFAR, Islamabad, via e-mail, May 19.