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In an actual free market, there would be enough competition whereby some company would offer a data cap-free plan, and then consumers would have a meaningful choice to pay for a plan with a cap, or not.
But since in almost all parts of the country there's no actual meaningful competition, this isn't a likely option. Which means companies will be imposing caps simply because they can, as opposed to any other reason.
And no, I'm not buying the bandwidth saturation argument because a) the companies who complain about it won't show actual data showing actual saturation and b) we the taxpayer have given them hundreds of billions in grants, tax breaks, and public works money to expand their infrastructure.
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