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The $10 "increase" isn't REALLY an increase--it's what AT&T has always charged for unlimited 3G data service. It costs more than the EV-DO data plan you got with the old iPhone, and in that way it's more expensive, but it's not the opportunistic gouging that some people are accusing them of.
I heard that (and I probably have the details of this wrong) per character, the bandwidth between NASA and the Hubble Telescope costs about half what SMSes go for. But I guess it's what the market will bear, ridiculous though it is.
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