Santa Monica, CA
Does one have to ask? Of course they do.
Customers aren't willing to pay the price for unlimited use.
So you have a choice of "network management", throttling, caps and overages. I for one, welcome, a low-priced, entry-level capped service, such as TWC tried to offer last year, and without smaller/cheaper bucket plans for cellphones, we would not see Mom giving the nod to all the "smart" phones y'all covet.
And with the trend towards "wireless broadband", without some form of limits, the technology would be useless, as we saw demonstrated with VMUSA.