Which was known to people a couple years ago. Also for at least the last couple years their plans have actually said something to the effect "unlimited data, on

Which was known to people a couple years ago. Also for at least the last couple years their plans have actually said something to the effect "unlimited data, only the first X GBs at full LTE/4G data speeds". So if you didn't know this then you were probably living under a rock. Of course, given that my wife is the one who has to deal with the kids watching neflix on her phone, when you hit the limit, the result is frequently the same as just getting cut off if you have to wait 30 seconds to load google.com or much worse for sites with a lot of content.