It's not a $40 payment for everyone and for all devices.
Actually, it is. Go to verizonwireless.com and pick one of the advertised bundles. When you add the devices to get access to that bundle, each one will require its own $40 monthly fee. So that $130 for 30GB really turns out to be $200 more to total $330 per month when you want to share it across five smartphones. Here's the proof:
