I disagree. The thing that "unlimited" plans help you cope with are the sticker shock. Oversubcribed services, such as data plans, count on someone not using

I disagree. The thing that "unlimited" plans help you cope with are the sticker shock. Oversubcribed services, such as data plans, count on someone not using their data that they're paying for. So if you use 200 MB of your 2GB plan, you paid for someone else's data. If the carriers start charging per MB what they deem profitable, the user who doesn't use as much bandwidth will save money while the one who uses more will have to pay more. I understand carriers need a certain guarantee on sales figures to continue investing in infrastructure/upgrades etc but there are other services that have worked great without this model. Then you also have your QoS argument. Why should I pay the same amount for data if I have to put up with slow page loads on my smartphone because ten other people around me are streaming Netflix? So basically, this is just marketing bullshit. To abstract away the real cost of the service so the sticker shock doesn't put you off. Also, the pay in advance model urges you to use a service more, where as pay as you use model promotes need based usage. This will perhaps, to some degree, promote less 'wastage' for any service as well. Ever had to 'burn off' your cell phone minutes because, 'I've paid for it anyway.' I know I would save a ton of money if they just charged me for what I used even if they raised their rates per unit for any given service.