Letting the caller set the caller ID is the only way someone calling you from Comcast about your bill can have Comcast show up on the ID. Most large companies like that don't own the numbers they call from, or the call centers -- they outsource both inbound and outbound phone support and sales. Typically to multiple phone center companies at the same time, who all have to call "as" Comcast, and ramp up or scale down with more or less phone numbers as needed. They'll use autodialers too, with real people rather than recordings, to minimize the delay between one outbound call ending and there being another person for that now-available rep to talk to.