"Capitalism" at work
Isn't the free market meant to push us ever closer to commodity data tariffs, with healthy competition driving prices downward until they are a mere fraction more than the cost of providing the service? Id have said that both the UK mobile and fixed line data markets are pretty dam healthy and yet we keep moving further away from the "dumb pipe" commodity data of yesteryear and ever towards complex bundles and traffic shaping under the guise of consumer choice and responsible network management.
I wouldn't be surprised if ISP's started thinking that "you get 10 gig a month data allowance, but unlimited access to anyone who happens to have co-located with us" looked like a hell of an easy idea to market, and all of a sudden unrestricted internet access becomes a premium service.