ATT acts like the new share plans are better for consumers? How? Clearly, when they don't allow grandfathered plans to tether or use FT it's b/c they know they need to give consumers a reason to switch to the worse for most, more expensive share plan. It's not enough reason for me to dump unlimited -- I could not care less about tethering or FT, but for some it could be an incentive.
But the wider question is would you rather ATT just kill the "unlimited" plan altogether, because they are in their right to do that the second you get a new phone. People need to stop B*ing. LTE roll out costs $$ and ATT has to recoup that cost somewhere.
If you don't like it switch to Sprint. You'll get unlimited everything as long as you are in a major city. Or you can switch to VZW which is even more expensive on most plans than ATT.