Honestly I kind of LIKE having this broken out so I have the chance to not pay for it.
The fact that Verizon now makes you pay for unlimited voice and texts no matter what you want makes them a non-starter for me. I kind of like the idea of a carrier that lets me not pay for certain things. (And this certainly is one of those things that I wouldn't pay for.)
The point is you're already paying for it if you have ANY data plan. They are just using this as an excuse (like the hotspot and tethering) to charge you more money based on HOW you use your data. This is pure robbery plain and simple and I wish the FCC would crack down on this crap. I have an unlimited data plan with AT&T, but with the rollout of LTE with Verizon being WAY ahead of AT&T, I will be switching. I've had enough of AT&T's BS.