The geek in me attempts to decode phone numbers so I sort of understand.
A very long time ago I was quoted an outrageous price for a cab by IKEA, based on my postcode. As I'm only a furlong from the NW9 frontier, I thought I would have been charged much less it I had used a 'creative' postcode.
In the event, Giraffe got a minicab from the adjacent Tesgrot and we paid ⅓ of IKEA's quoted price.