I really don't think it is that bad, but it really depends on what features you use, for me all I care about is the data, I rarely use my phone to call anyone but my wife and I never send text messages (I have them blocked on my line), so I'm glad they didn't increase the data plan cost to include text messages that I wouldn't use. The $30 data plan is pretty standard among smartphones, but it does suck in comparison with the old iPhone plan, the only way it really sucks though is if you live in an area without 3G coverage. Either way I'm happy I have good 3G coverage in my city and if other people don't like what is being offered there will be fewer people in line on the 11th.
Also, don't forget about the poor Canadians (and Australians?) they are getting hosed by their wireless providers too. I bet the carriers know that data usage is going to skyrocket and they know they need to charge more to maintain/upgrade their infrastructure. People in places where 3G is already common will probably get the best deal (Hong Kong) because their providers already have their infrastructure set up. We are just paying the price of being early adopters of technology new to the US that has been available in other countries for awhile.