While I've been an outspoken opponent of the charge, I can't help but mention that the "data per contract" (as Verizon tracks it) in my own store has gone up at least $7-$10 on average since the requirement went into effect. Yes, we've had escalations. Yes, we've had negative surveys. Yes, we've had people storm out of the store. And as long as I can say the words, "yes, their plan to raise data revenue is working," it will only continue.

I haven't seen the churn yet. Give it time, perhaps. A majority of the customers I've spoken with recently just accept the $9.99 charge as a part of having a phone. So unless you can go to each individual customer and convince them otherwise, I don't see all this going away.