It's awfully glib to say we shouldn't be upset about being ripped off just because we have a choice. In a free market, with healthy competition, the price of goods and services should fall to just above their actual cost. That obviously isn't happening with SMS: customers would like to pay less, but no one is offering SMS for less, even though it costs almost nothing to provide. Doesn't that suggest a market failure?
I don't know about the US, but here in Sweden, a lot of mobile plans come with free SMS (up to a limit of 3000 per month or something like that). Also, often you can buy free SMS as an addition to a normal plan for ~$7 a month. It sounds like our market is ahead of yours?
Thus spake the master programmer: "After three days without programming, life becomes meaningless." -- Geoffrey James, "The Tao of Programming"