That's a good point. It's one thing to offer "unlimited data" for a fixed price - which is about ideal for a consumer, but that doesn't exist anymore. What you get is a fixed amount of data for a fixed price. But the provider has an incentive to make you use as little as possible, to increase its profits. But if instead you get the data returned to you, or you pay a reasonable amount by the MB, then the provider has an incentive to make you use as much data as possible. That could mean giving you a much faster service for example.