"a 70 percent reduction in data cost per gigabyte compared to LTE. Customers on 5G therefore use 50 percent more data than those tied to the previous generation standard".
A classic case of the Jevon's paradox here: "...occurs when technological progress or government policy increases the efficiency with which a resource is used (reducing the amount necessary for any one use), but the falling cost of use increases its demand—increasing, rather than reducing, resource use". https://en.wikipedia.org/wiki/Jevons_paradox
Note though that, it's not an equal match so telcos are still more profitable on a 5G network - once the network is built out of course.
5G network slicing comes to the iPhone next month (as part of the next iOS release) - tiwll be interesting to see if any new offerings become available off the back of that also. https://support.apple.com/en-ie/guide/deployment/depac6747317/web
An aside, some comments above say 3G was a good thing. Rose-tinted classes in my eyes here: it was poor technology then, and hasn't changed. For anyone working in industry at the time, it probably looked great. However, I was leaving universities where I was seeing what 'real' broadband was like (it was wired, but that's not the point - 3G was being sold as broadband) and 3G was rubbish, unless you were standing right beside a tower. Any medium to poor signal and it's bad - as anyone can experience when using it today still.