It's not about you.
It's about them. They want people to have their phone number in their memory, so they get business their competitors might otherwise get.
So, in that light, yes, "they really believe that alpha-numbers are helpful."
I do believe that much of what frustrates people in life is grounded in their lack of appreciation for looking at things in a way differently that what is best for them.
This isn't complicated unless you complicate it by assuming that the world should be organized for your comfort and profit and for the relative discomfort and expense of others. This world is a balance and is never imbalanced by anyone as much as those who expect everything should be their favorite way.
Give a little. We certainly gave into you over the years, including just yesterday.
Thanks,
Everybody Else