I've been a custom of theirs before smart phones were even around. I had a small pay-as-you-go phone before getting their iPhone. It's $30 a month unlimited but throttled after 1 gig. Which for me is no big deal. Just give me phone, e-mail and weather and I'm fine. Also, when I bought my iPhone 5c I think it was $350. Which was $100 cheaper than everyone else at that time.