Throttle is already a pro-ATT word. What they did was "limit" the rate of data on unlimited plans.
And the "they'll only pass this on to the customer" is such a crappy argument. The reasons fines work is because they increase the cost of doing business to crappy companies, as it should be, making them less competitive, and thus passing the impact of their increases costs to the shareholder, which then in turn affects the demand of the stock, reducing prices, impacting management options, who then in turn have incentives to behave more responsibly.... In theory...
The only way it passes wholly to the customer is if you have an abusive, noncompetitive situation, like an unregulated monopoly, which again, is solved by consumer protection in the form of regulation...
And then theres the whole idea of justice, as in, the unjust enrichment that ATT enjoyed because of a lack of disclosure about their product.
Anyway you cut it, putting a fine on seems like a good thing.