Don't like the setup at the big boys AT&T or Verizon? Go to T-Mobile.
Still not to your taste, switch over to prepaid. Use an MVNO like Straight Talk or one of the others.
Lots of options other than the big boys. Trade offs too.
You're not going to get Ferrari performance at a Ford Fiesta price no matter how unfair you think it is...
There are two issues with your car comparison. The first is that there are a wide range of cars in between budget cars and Ferrari. I can get a Corolla for a little more than the Fiesta but a lot less than the Ferrari and have an excellent, reliable car that will do everything I need it to do. I see no such alternative in the mobile world. Either you value coverage above price, so you go with Verizon or AT&T, or you value price above coverage and/or speed, so you go with T-Mo/Sprint or an MVNO. Where's the middle ground? There isn't any. Even Verizon's single line plan is $75 per month for 2 GB of data, an unbelievable rip off.
The other issue is that the Ferrari brand is actually valued, so the idea is that you get a higher quality car (or at least a car perceived as higher quality than lower cost cars) for your money. I would wager a large portion of Verizon and AT&T's customer base do not feel they're getting a good value for their money, they're simply going with the company that offers them the best coverage they can get.
Look at what AT&T is doing with the iPad Air 2. They're locking the Apple SIM to AT&T if you choose to use them for data. Why? So that it's harder for their customers to switch to another carrier, defeating the purpose of Apple's multi-carrier SIM entirely. What consumer is seeing this as a positive? AT&T and Verizon are full of policies and charges that do nothing but pad their bottom line with no added value to the consumer at best, and may be negatively impacting the customer at worst.
I'm sure there are customers who have been with Verizon or AT&T for many years and are totally happy with them. But the fact is that most of the beneficial things that these companies offer is due to FCC mandates or competition from T-Mobile. If those weren't in place, both companies would bleed us dry faster than we could blink.
Unfortunately, the only answer I can see to the original question of what we can do about the greed of these companies is to stop buying mobile phones and stop using the internet (Comcast and Time Warner are no better than AT&T and Verizon). The only thing that will make these companies change their policies is a serious threat to their bottom line.