Actually, the big misunderstanding is that "data is data". The reality is that it isn't. Any random megabyte of data on a single pipe may actually be equal to any other random megabyte on the same pipe. The problem is the assumption that it is all on the same pipe. Unfortunately, carriers/telcos have helped perpetuate this idea (including Verizon), so its kinda their own fault.
Each band that the carrier has at a tower has finite bandwidth. EVDO has less bandwidth than LTE for example. So if I assume all my fixed costs are equal, and that both operate at peak efficiency, then 1MB on LTE is actually cheaper than 1MB on EVDO. However, it gets complicated since if EVDO is carrying 2MB/hour and LTE is carrying 1MB/hour... EVDO is actually cheaper per MB to operate. It's a little weird like that, and hard to math out without good data from the carriers themselves.
Another problem is that unlimited data is really just marketing speak for "Our network is under peak efficiency if we just let people do whatever, so we are just going to split the cost + margin across all users for simplicity." And it is a good business model, as it is simpler for customers and the business to budget around. Today though, 3G networks are at or beyond capacity if they "just let people do whatever". 4G networks don't get them much breathing room either, long-term. Cable is in a similar situation because the connection between the home and the local node is shared, much like cellular networks, and is the most expensive piece to improve.
Now, if Verizon managed to get enough breathing room to last them say, half a decade... you can bet they would go back to unlimited data plans. It's a huge competitive advantage against competitors.
lol, so it goes.
