If you're talking about the Mobile Share plans, its because they are (1) for entire families and (2) include unlimited voice and text along with them. Essential

If you're talking about the Mobile Share plans, its because they are (1) for entire families and (2) include unlimited voice and text along with them. Essentially you'd pick out a plan and that would be your monthly bill each month. Everyone would draw from the same data cap though. Given that, those prices don't seem particularly outrageous compared to what a typical family of 4-5 might pay now.