for more on this, and a real look, dinah link telecommunications ceo larry fishel. larry, is this marketing hype or is this reality? >> this is pure marketing hype. at the end of the day business is made in the cellular business is like the insurance business on breakage. what they want to do, get you to pay more in a set fee instead after smaller amount and then get charged after that. so the whole idea is drive you up to the next level. what happens is, they start throttling you down as you start to use the usage. what they're doing is. they're not giving you anything. not giving you limited usage. only giving you choice to go down to no data, or you finished on the 2 g network or pay to go to the higher amount bucket this is lot of smoke and mirrors this is t-mobile. when they went ahead came out with unlimited plan and quietly added up to $80, another $10 because they said it cost them more money. this is marketing ploy for a company whose stock went down 11% after the last quarter. costs are going way up. gerri: i think he has one thing right. overage penalty, a