Entire books could be sent to people in a sane format but a 3-line web page wrapped in garbage takes dozens of megabytes? An app that does “very little” is consuming 100 MB in no time?
Worse, no one seems to want to “pay” for apps anymore (demanding everything be free) but then they blow $10 on data because their “free” app is routinely shoving unnecessary amounts of data to their device.
We need some hard limits on data; if I give your app 100 K, you shouldn’t be able to use any more. Furthermore, the default data limits should be very low (with big scary dialogs appearing when apps request more) to discourage lazy designs that offload their true costs onto unsuspecting consumers.