Cable TV pricing for our cell phones?

How will we pay for data connectivity on our cell phones in the future? Here is one possibility, from Ars Technica.
"Imagine a world where every app has its own data plan" by Nate Anderson
http://arstechnica.com/tech-policy/news/2010/12/net-neutrality-nightmare-a-world-where-every-app-has-its-own-data-plan.ars

Why do I have a bad feeling that our cell phone data plans will look cable TV pricing in the future? I am so lucky that my employer pays for my cell phone data plan, on my work phone anyway.