An anonymous reader writes: According to an article at Wired, the era of 'unlimited' data services is coming to an end. Carriers don't give them out anymore unless they're hobbled, and they're even increasing the prices of grandfathered plans. Comcast's data caps are spreading, and Time Warner has been testing them for years as well. It's not even just about internet access — Microsoft recently decided to eliminate its unlimited cloud storage plan. The big question now is: were these companies cynical, or just naive? We have no way of evaluating their claims that a small number of users who abused the system caused it to be unprofitable for them. (A recent leaked memo from Comcast suggests it's about extracting more money, rather than network congestion.) But it's certainly true that limited plans make costs and revenue much easier to predict. Another question: were we, as consumers, naive in expecting these plans to last? As the saying goes, if it sounds too good to be true, it probably is. Unlimited data plans clearly won't work too well if everybody uses huge amounts. So did we let ourselves get suckered by clever marketing? T-Mobile plans may also be dropping unlimited data in 2016.