ATT reviews unlimited data plan for iPhone

It seems that the beloved people who back the asshattery thought processes regarding phone plans at AT&T have started rethinking their iPhone data ideas.
According to CNet, current iPhone users (or possibly customers who previously had unlimited data) have the opportunity to switch to an unlimited plan. This quiet revelation comes in the wake of the Verizon iPhone announcement, which will be offered with an unlimited data plan.
It’s easy to say that AT&T is trying to keep customers from jumping ship, but I can’t see any other reason for it.
It seems like you have to call AT&T customer service (I’ve never had a horrid experience with them) and probably bicker about whatever your hipster, iPhone-loving ass is annoyed with this week.