AT&T Throttling Unlimited Data, what's next?

Man, these phone companies, I'm tellin' you. This is just stupid. I used to be with AT&T so this gets under my skin - they're going to throttle any remaining (read: grandfathered) plan that has unlimited data whereas their current plan makes you pay an arm and a leg for the data you already have. This is the umpteenth company that's making its consumers cut back in forcible ways. Why can't they just come out and say they're hurting for cash or something? Sheesh, if their business isn't going well because they don't know how to run one, that's their fault, not the fault of the consumer.

What chy'all think?