How exactly does 4 major carriers mean there is plenty of competition? As data plans move from flat-rate/unlimited to capped/tiered plans, you can hardly call that a product of competition. Over the years, my wired bandwidth has gone up an order of magnitude in speed, with roughly the same cost, $50-$60. My cell phone bill however, which has been essentially the same plan, has just kept creeping up and up. I understand that data plans do cost money, but look at AT&Ts price history. iPhone Unlimited data $20, Iphone3g Unlimited data $30, iPhone 4 capped plan, $25 + overages. That last one is just using cost shifting to hide a price increase. What do you think will happen when t-mobile (AT&Ts only same network tech competitor) gets eaten by them? Now, you lose your phone no matter what if you leave AT&T. That's not competition, that's AT&T taking a page from Apple's playbook. Lock them in.