For example: http://googleblog.blogspot.com/2011/02/advanced-sign-in-secu...
Ah, but I can still pay my bill by telephone and all I need is to dial in the card number when prompted...
Alternatively, the key-fob could have an arrow to select which site to show the key for, but that would be cumbersome. Personally, I think that a solution similar to the ssh one would be best in that you have some sort of pass phrase that you type into your browser, and it unlocks a private key that can prove your credentials on web sites.
Being forced to pay a small fee (by your phone-service provider) to log in isn't much better, I think.
It's easy to negotiate to get them for free when you have any amount of leverage on the provider, but out of the box you pay.