When you visit the Apple store, for example by entering 'store.apple.com' in your browser, you are forwarded to this address:

http://store.apple.com/1-800-MY-APPLE/WebObjects/AppleStore.woa

I find it strange that Apple, of all companies, would see fit to arbitrarily encode a phone number into their URL. Is there that much demand to know the number, and/or are they so eager to have us call it? I can't imagine ordering from them using the phone as an experience could improve upon their website or their brick-and-mortar stores. Tech support is another story, but it doesn't go any further toward explaining the need to have it in the URL. Perhaps it's a jab at other companies like Amazon that are notoriously secretive with their customer service phone number. Are there any other directories under 'store.apple.com' than the phone number, if indeed it is a real directory in some sense? Not that I've discovered.