AT&T offered $30 unlimited data for the first couple months the original iPad was offered. When it became more popular than expected, they discontinued the offer. And if a person let their plan lapse, they could not return to it. As other carriers offered the iPad, unlimited was never offerred. The strangling of the unlimited plan by AT&T was defeated in court. A lot of the desire to throttle has to do with headaches in areas where they cannot keep up with demand. I am on the unlimited plan and until they come up with something cheaper and better, I have no intentions of stopping the plan.