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My guess is that the existing players in the US are so entrenched and people are so used to paying these ridiculous fees that all the advertisements around being an "Uncarrier" didn't work out to be a competitive advantage for T-Mobile.

At which point, some MBA came in with a revolutionary new plan to charge the same predatory fees and make N million / year.

Worse, this is like Amazon charging you everytime you add a new address

Maybe they bet that every other provider will start doing it, then the joke will be on you because what are you gonna do, not get a phone?

Every other provider (that is, Verizon and AT&T) has been doing this for years.

This is why MVNOs are a godsend. They definitely have been in the UK.