There's a key difference between a broadband isp and a mobile service. Customers have a much wider choice of mobile carrier than they do a last-mile isp.

Of the mobile carriers, T-mobile was the one to at least attempt to shake up a pretty terrible mobile service landscape by providing some level of customer oriented value. So personally they get a bit of a pass from me, though I do worry about long term implications T-mobiles 'zero rating' of some services.