There has to be a way to reduce costs somehow. Is there any real reason besides greed for data caps to remain low/costly? Simultaneous usage (with everybody at

There has to be a way to reduce costs somehow. Is there any real reason besides greed for data caps to remain low/costly? Simultaneous usage (with everybody at peak speed) is/has to be planned for (assuming most plans reset at 1st of the month). That network is just sitting there costing money, why not utilize it more and increase revenue?