Can't tell you how many times my coworkers, who have limited data but know I have unlimited data, have asked me while we're out and about if I could google something, or ask me to turn on my wifi hotspot.
There is a definite and obvious use case for unlimited or very cheap data when "anywhere" (where my specific definition of "anywhere" means, typically, on the road, or at any number of random retail establishments or private office complexes in the Baltimore metro area / suburban sprawl). Landline-backed WiFi is rarely available, and where it is, it's not free, or too slow to be useful.
The telcos can give us excuses all day about why we can't have unlimited or very cheap data, but eventually they're going to have to figure it out. There is a ridiculous amount of pent-up demand for cheap cellular data, or any alternative that gives you instant broadband-speed data at your fingertips almost anywhere. WiFi, WiMax, and all the other alternatives that have tried to be it, have utterly failed to come even close because of a lack of coverage. The only alternative we have today is grandfathered unlimited on Verizon & AT&T if you need tethering, or Sprint/T-Mo if you don't need tethering.
No, $10/GB is not insanely cheap. $0.10 per GB is closer to the order of magnitude I'm willing to pay, with $0.01 as the ideal. I think the telcos haven't unlocked pricing on this level for the masses because they're too busy swimming in their $10 bills, not because there is an engineering brick wall that would prevent them from doing this.
I have nothing against paying by the gigabyte. I'm not at all married to the idea of unlimited. I just refuse to accept paying such an outlandish fee for a gigabyte of data, when 1 GB is almost nothing with today's content-rich web apps (auto-playing 1080p videos, images, huge .js applications, etc.) In fact, some websites can easily make you spend $1 or more in a couple seconds by just visiting a company's homepage, and while the page is rendering and you're fumbling around trying to tap the close button, you've downloaded more than 100 MB of video, and spent upwards of a dollar. Not cool, but it happens.
I think, to determine the price per gigabyte, we should back into it by determining a reasonable price for one second of saturated average throughput (SAT), which should be set to the expected downstream you'd get if you're downloading at "saturation speed" (as fast as the LTE modem can go with the current bandwidth available) for one second.
For Verizon LTE, SAT would currently be something like 20 Mbps. So that means you would be downloading 20 Megabits in one second. To download one gigabyte, you would have to download continuously at 20 Mbps for 400 seconds. If we set our one-second SAT target price at $0.0001, this means you could currently charge $0.04 per gigabyte, which I think is a great price.
However, the price per gigabyte should go down the higher the bandwidth. The goal is to prevent any one second of SAT from costing too much. So if they doubled the LTE bandwidth to 40 Mbps SAT, to maintain our target one-second price of $0.0001, we'd have to charge $0.02 per gigabyte. By measuring the user's bill according to what we consider to be a reasonable price for 1 second of SAT, the carriers will be adjusting the price per gigabyte to be lower and lower the more bandwidth is available. This is something consumers want (and need) to see.
Compare this to the current model, where 1 GB of data has been the same since 3G days. Even though we have many times more bandwidth and capacity on the mobile networks than we used to in 2003, we're still billing customers $10 per GB. That, I think, is completely unreasonable. The only reason this has happened is that the carriers are trying to get their customers into the hundred-millions, so they're dividing their limited resources by a great deal more handsets than they had on the network in 2003. I don't agree with this model one bit. It means that us early adopters are now effectively subsidizing the cost of the network to provide service to millions of new customers, because our data is not getting cheaper even though capacity is skyrocketing to never-before-seen heights. If that capacity had been reserved for us, data *would* be $0.01 per GB today. And to add insult to injury, each of their *new* customers are *also* paying this outlandish fee.
The telcos are making money hand over fist, posting record profits every quarter, with an accelerating profit curve. They are riding the gravy train while the rest of us get to eat cake (in the "let them eat cake" sense). It's an extremely unfair distribution of wealth and resources.
And yet, despite all this, Google Fi plays right into the hands of the carriers, offering absolutely nothing new or noteworthy in the pricing department. Indeed, it seems like Google is trying to take a sip from the gravy train, rather than offering a few drops of it to the little people.