Many people have unlimited or some high limit but don’t use it all.
(It’s not entirely fair as the device can do things like text and phone calls, but if I consider my phone as a phone only I was paying $100 for about 5-10 minutes of talk time a month (used) so in a way I was spending $10 a minute. Of course the main thing people want is data. We’re probably a few years from phones with data only and no phone number at all