I believe you're comparing a 4G home Internet connection to a 4G phone plan... these folks are only using their phones.
Also, incidentally, I had (and still have) Exede. Their 30GB Liberty Pass plan used to cost me $169/mo after fees, taxes, etc. (nowadays I only pay $50/mo for their 10GB plan since it's just a backup - working from home lets me write it off on taxes). Once you blow through your cap, you can pay $10-20/GB for more data, or suffer through ISDN speeds (they say it's 1-5bps, but I have never experienced that speed after blowing the cap.)
By contrast, for $169/mo I can get 4 Verizon phones with "unlimited" data and have change left over.