So let's look at US Cellular and see what has happened in the last few years. I believe in 2010 the politically correct Carlson family, who owns TDS which owns US Cellular, hired a woman with no experience in wireless to run their cellular business. She had a lot of experience doing commercials for another politically correct corporation-McDonald's and all their "urban/hip hop" geared commercials. That was all she needed to get hired. So she created some gimmicks like the Belief Project with points, one and done contracts, battery swap, online pay discount, etc. Now they have taken those selling points away from customers in a "bait and switch" type deal. Customers are very angry as a result. She also fired the engineering techs and now their cell service sucks for lack of a better word. Moreover, she implemented a billing system disaster and then got out of Dodge before all the repercussions happened. She went to greener pastures and said see ya to US Cellular. Now the company is struggling to survive day by day thanks to her. I guess that's poetic justice. The Carlson's first priority in hiring their CEO was political correctness. It didn't matter if she had no experience, the fact that she was a woman was all that mattered. I would like to ask them if it was all worth it? I'm sure they would still say yes. In fact, I'd bet they'd say "I'm lovin it"