
Underlying dynamic triggering this
The underlying dynamic triggering this, though, is that their mutual customers aren't willing to pay cellular network providers more for data - if you increase the price, they'll either reduce usage and pay you less, or they'll move to a competing carrier. They're also not willing to pay the "big tech" firms more for access, either - customers are pretty much paying as much as they're willing to pay. Carriers, however, aren't happy with their profits - and note that they *are* profitable, it's just that the profits aren't as high as they'd like. Given that you can't charge customers more (since if you do so, they go to competitors, or give up using as much data), your remaining option is to find someone else who'll pay you.
Carriers now have a deep problem. EU Net Neutrality regs stop them shaking down Big Tech directly; they could put artificial latency and throughput barriers in place, and allow Big Tech to pay to bypass them, but then customers will go elsewhere, dropping your profits. So the only route to increase profits is to get the regulations changed so that you can shake down Big Tech without (e.g.) being the slowest network on speed tests, or painful to use when a customer uses your network to remotely access a work network to fix something. If you do make your network painful for any source of traffic that doesn't pay, customers will switch, and while your margins go up, your profits fall.