Though the announcements are seismic on the hype meter, some observers aren't exactly predicting an immediate collapse of the traditional phone industry. Still, that doesn't mean the phone giants aren't squirming. Not to be left out of the Net-calling excitement this week, Verizon ( VZ ) let fly a fusillade of press releases introducing VoiceWing, which will cost $30 for unlimited voice-on-the-Net calling service. More notably, Verizon is making the service available in both its home turf and in states outside its 14-state Eastern region. The move is bold and a bit puzzling to some industry observers. As the dominant phone player in its own market, Verizon could easily undercut its already eroding higher-priced conventional phone service. And by going into rival territory head-to-head with the other Bells, Verizon crosses a battle line that phone giants have previously avoided.