If everyone with a 3G unlimited plan started tethering and using their phones for home internet (instead of the relatively limited bandwidth things you tend to do on a cell phone), pretty soon nobody would have speeds faster than dial-up. This is a difficult problem with no easy solution. I don't like the fact that mobile data costs so much, and I do think that mobile companies could certainly be more consumer friendly, but it's a myth to think that we can all have cheap, fast, unlimited mobile internet access - you can probably have any two of those, but not all three.