What's holding back some potential iPhone customers is the pricey data plan that does NOT include a text messaging plan, not its price.
I would gladly pay $74.99 /month for a LIMITED data plan, 1,500 text messages and 450 anytime minutes. $69.99 a month w/o any SMS is fleecing the customer. When you add a $20 unlimited text messaging plan you're looking at $89.99 /month before fees and taxes. I can't afford that.
The unlimited data component costs so much more and uses gobs more bandwidth than text messaging. Come on!
The text messaging add-on is in fact RIDICULOUS, as you have pointed out. Every individual I've helped set up a new iPhone is agast as the cost of the add on, and the fact that its something separate to begin with. HUGE marketing mistake on their part. As it is they created a joint plan of minutes/data. Was it really that hard to roll in SMS and charge the same?