"That situation is obviously unsustainable: we're going to have to pay more for our data, the only question is how we go about doing so. ®"
Its a cute little tag line, but the question is "why"? take a lookie here: http://image.guardian.co.uk/sys-images/Technology/Pix/pictures/2008/02/01/SeaCableHi.jpg
ok, so thats from 2008. are you seriously trying to tell me that backbone data transfer has tripled in the last three years? I dont buy it. laying massive transcontiental and trans-plate cables is crucifyingly expensive, but the rest of the industry; data centers, local hubs, etc, seems to be making enough revenue as-is to keep up with demand quite handily and still turn a profit. or maybe domestic overheads are set to go up. only, I seem to remember reading articles about Dark fiber in the UK... so... mebbe not.
I dont mind a move back to the days where a true 'unlimited' account cost you a hundred quid a month because it was a 'small business' line*. but I dont think its necessary. If operators were honest with clients and the rest of the industry about their overhead-per-MB-to-end-user, and how that overhead is divided (connection charges, infrastructure maintenance, residual R&D, expansion, etc) then I think we'd see much less shitting and whining about charges.
I will cheerfully pay perMB to my ISP what it costs them to supply me with data, plus a reasonable % for profit. I simply dont buy for a second that this will be as expensive as this plan seems to suggest it is, as Im guessing this was assembled by some twat in marketing who put together a study panel to see what charges the market 'would support' rather than what charges 'is fair'.
*has friends on SMB accounts because their 'width is guaranteed and they dont get packetsniffed/throttled/bullshit and when they pick up the phone to ask why something is broken they dont get the 'have you plugged your cable modem in?" twats on the other end of the line.
Fail for net neutrality, collusion between primary and tertiary suppliers, and comparisons between google and phorm (there's a difference between an opt-in system and a "this is happening anyway without even the pretense of anonymisation" system.) quit being wilfully obtuse.