Monopolies make decisions that do not make sense to consumers. It's their monopoly trademark "We think/chose for you!" (TM) in what would be best for you. But try not to get mad. You NEED to really look at it from the viewpoint executives at the top to see it is clear why they are doing this.
Verizon execs sees their customer base as "captive consumers". Many of them live in rural areas where Verizon was chosen as the only choice or their customers are locked into contract for a shiny expensive (for consumer only) phone. Verizon knows these customers will not leave easily for a lack of customer appeasement. Therefor it makes sense the smart choice for the Verizon shareholder is to squeeze as tight as they can within the consumer pain thresh hold the monopoly can make customers bear to pay more. It is not shareholders job to be "fair". It's their job to make the most money whiten the limits the government says is "fair".
So we see higher hidden fees, lower caps, blocking open market choice in software (like Google wallet) for Verizon, walled gardens, block all phones not branded to force a contract just for service. Everyone on Wall Street is looking at so much money being squeezed and falling in love with the idea a Monopoly is now a complete win for shareholders with over a decade of history to prove them right! They have even figured out if you give a % kickback in political donations more money than what the public can afford, then politicians who are elected based on who has the most money will ALWAYS keep regulators in their place (quiet).
Your free market right to chose is a choice often already made for you. At least you have 3 solid wireless carriers for a real free market choice. It's wireless provider Soylent Green, Soylent Red, or Soylent Brown for the real American consumer "allowed" choice.