Look at it like texting. Recently, a study showed that of every service that VZW offers, text plans have the highest profit margins. They just print themselves money and rip customers off because nobody really say down and looked at the numbers. The cost of sending a text is minimal. But they charge 10 cents per text, which is about a 1,000% markup. They do that in order to get you to sign on for the unlimited text plan, by making it appear like a cheaper route. BuCheck this out:
BAD NEWS ? The highest profit margins on earth ? text messages. » Fresh News - Brought to you by Gorham Savings Bank
"Profit margins (net income divided by revenue), varies widely by industry. Grocery stores have margins in the 6% range, banks in the 2-3% range, and big breweries in the low 20’s. But check out text message profit margins. Let’s pick on AT&T which charges $0.20 per text message for those without an unlimited plan. So their revenue is 20 cents on one text message. A text message is typically limited to 160 characters, and a character takes up one byte, meaning a text message is about 160 bytes. AT&T’s data plan, for those wanting the best deal, cost $25 for 2 gigabytes, and a gigabyte is about one billion bytes. This means they are charging 100,000
more per byte for their text message plan than their data plan. ($0.20/160) / ($25/2Bil) = 100,000. Even if their data plan is “at cost” (which is a very conservative assumption), that’s at least a 99999/100000 or 99.999% profit margin. It’s even higher if you only text, “LOL.”"
So they charge you through the nose for soemthing that costs then next to nothing. So a lot of people have switched to mobile apps for texting which just use the phone's data plan. So now VZW and others are looking to not offer a text plan, but to just make it mandatory by adding the cost of the text plan into the data plan, so that you have to pay for it even if you don't want it. This is how they will keep that cash cow alive and encourage people to not use free 3rd party apps, as most will figure, "I am paying for it anyway, might as well use it"...
This is a tangent, I know, but it shows that same mindset of "how can we gouge customers for every penny we can" and charging for things that they perhaps shouldn't.