Because data caps are the terrible reality to owning a smartphone, even giant companies want to help us poor saps who've signed our life away to carriers one 2-year contract at a time. ESPN is trying to make a deal with carriers to subsidize our data plans. Seriously.
Japan, long heavy on subsidies for phones to lock people into two-year commitments, just offered a 16GB iPad for free if you sign a contract. The UK and France are also doing it. Why can't we?
So you bought your heavily subsidised iPhone 3G with a two-year contract and now you are upset because AT&T wants to charge you full price for the new iPhone 3GS, right? Well, stop whining. You have no arguments.