What VZW did was got another customer off unlimited data and once off unlimited data NO ONE will ever go back.  VZW is way ahead of the other carrier and by the time anyone else gets close VZW will switch to the newer better technology which has been mentioned in a couple of the technology news vendors and the race is off a running again.  VZW need money to stay ahead and looks like they are after improving the bottom line and doing it.  Give you less and you pay more!