They will have no choice. The market will drive change, like it has many times before.
It always amazes me when people aren’t capable of thinking three dimensionally. Data plans in the future will not be dictated by the conditions that exist today, they’ll happen in the realm of the conditions that will exist at that time. Today, it’s cheaper to offer terrestrial based internet because LTE is expensive and existing terrestrial infrastructure is cheap.
But when internet service providers are offering 5G data at comparable rates to terrestrial based internet because it’s cheaper to deploy 5G than it is to spend billions installing optical fibre under city streets, then today’s terrestrial ISPs will have to evolve to offer comparable rates.
Today’s 10GB plans would have cost THOUSANDS OF DOLLARS a decade ago. But of course, the market dictated better prices due to competition and demand for that kind of service at affordable rates.