There are certainly huge roadblocks to a market as liquid as gasoline (ahem) but the first step is getting the prices out in the open. "Unlimited" doesn't have

There are certainly huge roadblocks to a market as liquid as gasoline (ahem) but the first step is getting the prices out in the open. "Unlimited" doesn't have a price tag because there's no way of knowing exactly when they'll cut you off, and they most assuredly will, but if they charge by the gigabyte then they don't have any grounds on which to terminate a contract when the customer is already obligated to pay for what they use. I'm embracing this change and hope to see more of it in the future.