Despicable telcos following the Tragedy of the Commons playbook
This is nothing less than an attempt to pad their bottom line by reducing the amount of expensive spectrum they need to license by encroaching on the commons, while at the same time degrading quality of service for WiFi, which is in some measure a substitute for their services.
The Israeli government considered banning carrier WiFi offload for this very reason, and this sleazy land-grab should be rebuffed as well:
http://disruptivewireless.blogspot.com/2013/06/is-israel-about-to-ban-carrier-wifi.html