Spark Devices negotiated with Telefonica for $3/1mb/mo global data plans. Maybe the bigger question is... why can't there be cheaper data plans available.
$3 a month? That's really expensive for essentially a dumb button. Why would you bother with a 3G modem if you can just use someone's Wi-Fi? Especially since there's probably no GSM signal in your laundry cupboard,but a wifi router will be nearby.