Free directory assistance has a price after all: $175 million. That's the price we hear Jingle Networks is trying to get for its 1-800-FREE-411 service, which gives free business listings in exchange for playing ads. Google, Microsoft, and AT&T are all preparing bids. But a source who has looked at Jingle's numbers say it will be lucky to get full price: "It's maybe worth $90 million." By late 2006, Jingle had raised $60 million; we hear it's since blown through that, and taken on debt besides.