probably back to cable and other phone providers for the unlimited plans they would otherwise miss for data.. Though personally, I dont have cell phones and think that for data needs, they dont cut it. I use data on my computer, thus I never saw the need for data services on my cell - esp since they dont do a good cross-over to my PC, So even when I had a cell phone, I ususally did not bother with data services for them.
But then , thats me and others with computers tht re not integrated with the cell phone...