The carrier that keeps subsidies the longest will have a TON of subscribers.
Subscriber volume doesn't necessarily mean higher profits.
Say what you want, I like these newer no contract plans. Nice and simple. I pay $145 a month to share 4GB of data with 3 lines and mobile hotspot is available to all 3 lines.
My group's data usage is usually 2GB, 500MB, 500MB and one of the lines utilized tethering. Under the previous plan, that meant $80 for voice minutes, $30 for messaging, and $50 for the 5GB plan for tethering, and $30 for the 3GB plan for the other two lines. That comes out to $220!
With the previous mobile share, it came out to $190, with the bonus of the other two lines getting mobile hotspot when they're in a pinch. Now, my bill goes down to $145.
Sure I may only have 4GB to share, but my group's usage was only 3GB anyways each month. Before, I'd be paying for 11GB and "wasting" 8GB with terrible data utilization. Now I pay for 4GB and waste less than a gig.
I fail to see where the ripoff is. For me, I don't have to deal with phone contracts anymore and I pay a nice simple rate each month, $75 less than I was initially paying. How is this a ripoff?