It is. Back in 2009 in France there used to be 3 major networks and they'd charge insane prices up to $80ish a month for unlimited 3G. Then Free Mobile came and announced a $24 (19.99€) a month for ever unlimited, virtually the next day all those other operators created a "low cost" version of their plan at basically 19.99€ a month for unlimited phone/text/data ... What a coincidence.. nowadays it's still the same price, except it's 4G LTE.
Free Mobile almost had plans to buy T-Mobile[1], that would have been awesome...
[1] https://www.wsj.com/articles/frances-iliad-dropping-plan-to-...