T-Mobile's major competitors are Verizon, AT&T, and Sprint. The campaign is a direct competition to their plans, showing the equivalent plans are between $420 to $480 more per line per year. I know it's not as cheap as you might want, but there is competition.

I'm hoping the AT&T/T-Mobile merger doesn't go through specifically because of the competition in place. I like T-Mobile but hate AT&T with a passion.