It's so good there is no reason for any other choice. So there isn't.
I looked at it and was horrified. I think it may be a good option for a family with a number of non-smartphone devices but they really screw you over bad on smartphones.
I actually feel opposite. While the pricing isn't great for smartphones, the price for non-smartphones is ridiculous. $30/mo for a non-smartphone that uses no data? That's pathetic.