Me buying my own devices is still cheaper than paying for the 11gb I used last month... Some months i use 2gb.. This summer I'm burning thru it. Even if unlimited data ends, new plans will be different anyway as Voip is coming and with so many hot spots around its going to create competition. You will be able to make or receive calls on 4g/ or wifi, so the need for a cell phone will drop dramatically, as will revenues from voice plans... Things will keep evolving and changing. I remember the day I got my ozg Motorola droid, I was forced into unlimited data, lol. I didn't want it. That was almost 3 yrs ago.. Now I don't want to let it go..