[sloop]

I think what we're seeing is both: 1) more cut-throat competition to have the lowest advertised price (the ads just display the minimum available price, not the price of a service that actually meets a customer's need) AND 2) once you get a customer on your platform, they are likely to upgrade and/or add more services which will be at the higher price points.

[lsc]

yeah, I would assume that 1. would push the price down in general.

The trend to discount the smallest plans has got to be mostly 2.

It's an interesting strategy; if it works, it would imply that there is more sensitivity to price at the bottom of the market than there is at the top of the market.