OPINION
DUGGAN, Justice.
Southwestern Bell Media, Inc., sued Vernon Lyles, owner of Freedom Bail Bonding Company, seeking to collect balances allegedly due on advertising purchased by Lyles in the 1986 and 1987 Yellow Pages. Lyles counterclaimed asserting that Southwestern Bell had breached its contracts with him and had violated the Deceptive Trade Practices-Consumer Act (DTPA)
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