"My only regret was how we introduced pricing in the beginning, because how did we introduce pricing? Thirty dollars and you get all you can eat," he said in the on-stage interview at the Milken Institute's Global Conference on Wednesday. "And it's a variable cost model. Every additional megabyte you use in this network, I have to invest capital."I agree with him in principle--there should have been more options than "all you can eat" data. Here's the thing, though--it is the phone company's anti-consumer greed that created that monster in the first place! That was, for all intents and purposes, the only option offered, way back in the pre-iPhone era, when users were only going to consume small portions of data. It was a huge rip-off, but they very intentionally offered no practical alternative. It was either that big $30 commitment, or pay-per-megabyte at about $2 Mb--literally 1000X the unit cost of all-you-can eat. Karmic.
PS--AT&T is at it again. Their entry-level data plan is already 50% more than T-Mobile's, but now they are going to a $20 minimum. For $20, T-Mobile gives you TEN TIMES as much data, with a feature that eliminates overages in favor of throttling down to 2G speeds.