It's hardly anti-consumer. For the price of a 3G iPad, you get an equivalent Wi-Fi only iPad and a MiFi that all your other devices can use. I would have bought this in a heartbeat over my 3G if it had been available in April.
Virgin's got a public awareness problem (at least among the people I know), however, so for most people I bet the only known options were from Sprint, Verizon, AT&T, etc.