The argument for unlimited is to remove marginal tension which is a barrier to increased usage. If everybody thinks "but won't that be expensive!?" before insta

The argument for unlimited is to remove marginal tension which is a barrier to increased usage. If everybody thinks "but won't that be expensive!?" before installing an app or watching a video or clicking a link, adoption growth slows down. This is obviously directly in the interest of telcos - the more people signing up to "unlimited" dataplans, the better for them. Especially if they're light users. But it's also good for the rest of us, as it creates pressure to build out capacity. Incidentally, I'm on a metered plan. My provider analyses my usage each month and advises me on the best "bundle" to get. One month, the recommendation was "none at all" - paying for my data metered would be cheaper than the cheapest bundle (I spend most of my time and data at home or in offices with wifi). This is GiffGaff (UK), highly recommended.