It's cynical, but one has to at least consider that the reason is because there isn't more money in the long game. Over time all markets become commoditized, which is sort of a "one sided contract" in the consumers favor. This kind of cheating can be seen as attempt by the service providers to fight that trend.
Oh, there's still money in it. Just not at the margins that Verizon has grown accustomed to. And I think this sort of commodification is still a long way out. The capital necessary to build the nation's largest wireless network is only available to a handful of companies.
