If something is being sold at a loss, why should the purchaser feel bad about it? Some 'personal unlimited' type plan is allowing this behavior and if the compa

If something is being sold at a loss, why should the purchaser feel bad about it? Some 'personal unlimited' type plan is allowing this behavior and if the company is concerned with it they can change or terminate their product. What if the whole point of the personal plan is "hopefully they can be encouraged to spend +$x with us"?