While a minority of people care about/want unlimited/lots of data use they can charge what they want and call it a premium feature. When it's the norm and everyone who currently had broadband wants that then it become a commodity and competition kicks in more fiercely. And 'what companies can get away with' won't be very much. Although yeah, that relies on there being more than like 3 carriers -_-
Any idea how long until Three gets 4G?