You are missing the point
The original design of 3G post release 5 and all of LTE is based around the paradigm that _NO_ _SERVICE_ _IS_ _FREE_, period.
It is a network on which the applications have to ask nicely to access a resource via IMS, be considered for it by the policy function, allowed if deemed worthy and resource is deemed available and _BILLED_ after that to customer, service provider or both. The data you, me and everyone else presently enjoys is a _MERE_ _CONDUIT_ for this. The economic model and ROI for the network and supplementary investment like spectrum depend on this.
In fact the sole reason you and me have the data is because it was sitting _EMPTY_ and services as per this model have failed to materialise and produce revenue. So operators tried to get at least some ROI. That however is not enough. There is no way in hell on earth or otherwise the investment into 3G data or LTE will ROI unless value added services happen.
Here comes the real problem here. Instead of realising _WHY_ they failed to happen and fixing it, the intention is now to force their adoption by other means.
The services failed to happen because the whole next gen value added service model in modern mobile network fails the "suitability for early adoption" test. The early adopter wants his service or device or both nice and shiny. It has to push the limit or otherwise you get into "Build It and They Will Yawn" territory. So instead of that, all services are bound to a "guaranteed" service paradigm where instead of pushing the limit they are made to be suitable for everyone including Joe Average. The whole strategy, design and 100s of billions of investment worldwide are based on a concept of service adoption that is a guaranteed failure because it fails to pass the "early adopter" hurdle. That is why it has _FAILED_. That is why it will _FAIL_. That is what needs to be _FIXED_.
Trying to fix it by making the utterly terminally dull Joe Average oriented universal services the only choice does not make this any better. This is besides the fact that the cheap data horse is now out of the stable so it is too late to bolt the door after it.