It's about consumers not having to monitor their usage so that they don't get screwed with insane overage fees that are calculated per additional MB.
The wireless industry makes a lot of money by penalizing people who go over their usage caps, and that's what this is about. Once you take away that fee structure--whether it's through throttling or unlimited plans--the wireless providers no longer get that huge profit. They say it's about ensuring nobody overwhelms their bandwidth, but this is a complete lie, and Verizon's claims are evidence that they know they are lying. This is about the industry's desire to profit by making it inconvenient for customers to continually monitor their usage, then slamming them with overage fees when they use "too much," despite the cost of such service being no greater than it was when the customer was below their usage cap.
If the regulatory agencies grew a pair and decided to force the wireless companies to bill proportionally to the actual data used regardless of amount used, then we can have a fair discussion about what constitutes "unlimited" data and what the market actually wants. If I pay $35 for 5 GB of data/month, I should pay about $70 for twice that amount; similarly, I should pay about $7 if I only use 1 GB in a month. The whole idea that I pay $X for Y GB/month, and if I don't use all of it, I still pay $X, yet if I go over, I am penalized $Z for each additional GB or fraction thereof, is plain robbery.