Latvia and Lithuania have literally the cheapest telco services in Europe. It's no surprise that we have to pay a bit more now. Yes, we lose this time, but for the rest of the Europe it's a huge win.
Since they showed up all other telcos in France had to adjust and offer around the same, around 25€ max instead of the usual 60€ to 80€ they'd offer before Free.
I also have a portable 4G hotspot with unlimited data (I've used around 50GB this month) for €4.90/mo, including rental of the device. It's limited at 6 Mbit but that's fine for my needs (you can pay more for up to 25 Mbit). However the main reason why it's so cheap is because it's from a smaller operator, so you only really get coverage in big cities and even then it can be patchy (like Three when they first launched in Europe).
Home internet is a different story though. I pay €9.90/mo for unlimited 100/100 FTTH, and I can get up to 1000/1000 for €19.90/mo - downloading a 6GB Steam game in under 10 minutes seems fast enough though. In 2015 home broadband coverage (>= 30 Mbit) was 99%, with 62% of subscribers on fibre [0].
They have several phone models to choose. You pay 1 EUR for most models from Samsung or Sony, a bit more for the deluxe editions (iphone and sorts). Now they even offer more because SMS are free and I still pay extra for each one, but doesn't matter because I simply use other messaging apps.
The Sony Xperia models are good, they're waterproof by default and resistant to shocks, albeit camera is crappy (compared to normal Samsung models)
Relative to the cost of living?
Virtual operators, who don't get any roaming income, still have to pay high roaming fees to other telcos and now can't even charge their expenses to customers are basically screwed and have to increase prices. Such a huge win.