"Extra dollars" is an understatement.
I'm a family of five, and Verizon currently has a shared 18GB family plan promotion for $100, plus $20 per month per smartphone. That's basically comes out to $200 per month for wireless service alone, not including any data overages. Everyone would share a data allotment of 18GB per month.
T-Mobile has a "10GB for all" family plan, with $100 for the first two lines, and $20 per additional smartphone. For the same family of five, that comes out to $160 per month for wireless service. Each smartphone would get their own allotment of 10GB per month, and any unused data gets rolled over, not to mention each smartphone starts out with 10GB of Data Stash. That's a cumulative 50GB per month, versus a paltry 18GB on Verizon, and it's $40 per month cheaper (and that doesn't include the discounts people are getting on their device leases with JUMP! on Demand).
If the 700MHz Band 12 proves to be nearly as strong as Verizon's building penetration, Verizon has a lot less to defend their overpriced services.
that's definitely understandable... they do have promotions that you have to watch out for. I started the year with only 2gb of data for $70 but now i'm at 10gb for $100. They recently had a commercial for $80 for 12gb of data I called up and was told it was for new customers only. I basically said well I'd like more data but want to stay under $100... they ended up giving me a $20 monthly credit and bumped me to and 10gb for $80 plan ... and I got a 19% employers discount (from one of my contracted clients). Most companies have employee discounts with cell providers.
Verizon definitely does not have good everyday pricing plans but, if you watch for the promotions you can get more data at cheaper rates. I'm a self employed developer, so I need consistent fast data connection. Even with all the free hot spots I prefer jumping on LTE for the speed and reliability.