Exactly! Telling people to "only pick up from numbers you know" is not good advice. The whole point of this article is that caller IDs can be spoofed. That's what these new protocols are all about.

2 or 3 weeks ago I got my first call from "Comcast", which I do not have a contact for. I was surprised because I didn't even know the system as a whole was capable of that. I've never seen a non-contact name come up in my phone UI before, only phone numbers, or phone numbers mapped to my contacts.

On the plus side, when I get a call from a textual non-contact number it's a heck of a strong signal I don't need to pick up.