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It's cause the data caps are fairly high. For example whats 10MiB when you have a 300GiB data cap.

But if we change to a utility like model people will start caring about penny pinching their bills



In the US, and on wired connection maybe. In NZ the largest mobile plan I can even find has 5GB. Another one with flat rate for data is $50 for 3GB (so $250 for this 14GB day). If I load a webpage on my mobile data that uses 10MB of data, I want to know about it so I can shut that down (and never come back.)




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