You can be a prick about it and justify yourselves any way you need to, but the fact of the matter is it's a service that AT&T has set up for a fee, and you're using unauthorized methods to obtain said service without paying. That is the very definition of theft, regardless of whether or not you agree with the pricing setup.
You can also be the same thing by which you describe by defending a company for charging you twice for the same service.
The water company analogy was "spot on."