Good point foo_bar_baz
Until just over a year ago, I had never paid for a mobile phone bill in my life. Working for a telecoms company since graduation meant that I was probably the worst person to answer my friend's and families questions of "what's the cheapest phone deal".
After around 8 years of free phone bills, early access to GPRS and 3G phones, I grew accustomed to having my email at hand, streaming video and maps and silly questions anwered instantly.
When I started paying my own bills, I started with the most basic pay as you go for a few months to see what my usage patterns were and which luxuries I missed the most. I settled for a deal with cheap phone calls, free mins and text - and a 250mb monthly data tariff for just a few extra quid a month.
The zero cost argument, is obviously what subsididers and advert brokers rely on to lower the barriers to mass uptake.
But DVB-H, like digital radio are not 'Phormable' and so not currently attractive to the emerging subsidy models. Never has there been a more personal billboard as a mobile - an item that you check for after wallet, keys before leaving the house.
MMS - they got it half right. People take photos of their exploits on night out all the time, but they are more likely to email them when the get back home, or add them to a facebook group - but operators can't make money out of that.
I think you will see a growing number of people uploading direct from phones as the handsets are replaced over the next year or so.