Good talking points. You talk about value several times, but to many people the bottom line is price. Many people don't want to pay extra for "value." For example, people don't want to pay $20 extra for unlimited text when you used to be able to pay $4.95 for 250 text even though it's now played off as "value." Everything is cost based, not just cellular. So the real question is "is this really going to change anything in the industry? Did battery swap? USCC is still the only carrier doing it. That didn't revolutionize anything. Unlimited plans for $50 are the future. Then you don't need overage forgiveness in the first place. Many carriers are already doing it or going that direction (T-Mobile, Boost, Walmart, Cricket, MetroPCS, Virgin). Most virtual operators seem to be leading the way. Unlimited minutes for $50 is the wake up call, not some complex system of rewards points and higher priced plans and needing a spreadsheet to see what kind of plan you should be on if you have more than one line. It's much more complicated than the old plans. The only way this will revolutionize the industry is if USCC can pull it off (doing away with ala carte features in place of bundled stuff people don't want) and the big carriers see than can pull this off too. Ala carte features was a better way to do business instead of bundling. Bundling is a good way to give people things they don't want and make them pay for it anyway. If the big carriers can go down that path of bundling (ripping off people) they will do it too for sure. The plans offer perks because they have the perks figured into the price point of the plan. If you are overcharging for 900 minutes, then you can throw in a few perks here and there and claim value.