Verizon wouldn't even have to do Unlimited LTE data.  They could still have a throttled-after-cap plan detail or even rate the amount of data much higher for the same price, but remember, VZW is after the quality customer who sees the value in a strong reliable network and knows that to get that, they must pay a bit better.  I guess it's a judging stick of sorts:  if they did what the "lesser" carriers did, that would equate to a Mercedes dealership lowering prices to compete with Ford, at least in Verizon's eyes.