Yeah, what a rip-off. I've got 450 minutes, which is usually enough with VZW-2-VZW, for $40. Then whether it's unlimited or 2gigs or 1 gig, it used to be $30.
I don't have an issue with the caps, but there's no real reason for the prices to be going up. There clearly isn't enough competition to benefit the consumer. Based on historical anti-trust measures, there is, but there aren't many industries where 2 players have over 80% of the market (oddly, Apple & Google in smartphone OS) and tacitly collude on pricing.