There's an article today from Wired magazine arguing that unlimited phone plans (everything!) will probably max out at $60/mo in the near future. At the end of the day, it'll all be data -- voice, text, web, etc. AT&T is just milking the public sympathy for all it's worth. If enough people tell them to fuck off, then move to Verizon or Sprint, they'll go back to their original pricing quickly enough. You can't teach an old dog new tricks.