reply to AMejia1976
Re: Why are people coming off unlimited? No, it's a real choice, you just don't happen to like Option #2.
Get used to paying full price for your cell phone, because carrier subsidies will probably be gone by the end of the decade. It costs them a ridiculous amount of money to subsidize your smartphone purchase. The only reason they're still doing it is because smartphones are a growth industry, and they want to snap up as many customers as they can before it matures.
Once the market matures there will be no incentive for them to keep subsidizing your phone. An additional consideration will be the fact that we'll have a truly universal (LTE) standard, once VoLTE is figured out there will be no need to have carrier specific phones.