1. One or more non-transitory computer-readable storage media encoded with executable instructions that are loadable into a first router to cause said first router to perform acts comprising: subscribing to a facility, where each of a plurality of service providers publishes first information descriptive of its context through said facility; receiving a request from a consumer, said request comprising second information describing a service that said consumer seeks to obtain and specifying a physical location from which said service is to be obtained; receiving, through said facility, said first information published by said plurality of service providers, wherein said first information that is received comprises Internet addresses of said service providers, information describing services provided by said service providers, and physical locations of said service providers; selecting an Internet address for a first service provider of said plurality of service providers based on a satisfactory comparison between: i) said second information included in said request describing said service and ii) said first information received at said facility describing a service provided by said first service provider, said selecting also based on a satisfactory comparison between: iii) said second information included in said request specifying said physical location and iv) said first information received at said facility comprising a physical location of said first service provider; and routing said request to said Internet address for said first service provider, wherein said first service provider is operable for providing a response to said request.