Why would they want to do that, when there are perfectly good cellular service providers out there. I can't see what they would gain by it? OK - in some countries - for example the UK - there are apparently third-party providers (in the UK such as the supermarket retailer, Tesco) who 'seem' to have their own cellular network but, in fact, they are simply using another service provider's network and rebranding it as their own - using the 'pull' of their household name to migrate customers to that network. They don't actually own or operate the underlying network.
Tim