I can understand the 84% statistic, as the first thing someone is going to do after signing up for a service is go access it online - even if they do not have the equipment or need to make a call. From what I've read, voipo was initially geared towards a more 'tech savvy' customer, but plans to push for more of the average customer. As one of the 'average' folk, finding out that my trial started when I accessed my account, as opposed to when I activated the device may leave a bad taste in my mouth (thank goodness I read this first!).
I suggest that maybe there should be a footnote added in the order confirmation/setup (?) email informing customers.