Earlier this week EE finally announced its 4G tariffs, offering a choice of five data allowances starting at £36 a month, with all voice calls and texts coming completely free.
Judging by the comments on that piece, the reaction among Mobot readers is various (sometimes colourful) shades of "wtf?", and rest assured - you're not alone.
In fact, with less than a week to go before EE's 4G service is switched on in the initial wave of 10 UK cities, the results of a ThinkBroadband poll suggest the majority of UK consumers believe the service is overpriced.
Just to remind you, EE's tariff options pitch the price of joining the 4G revolution at £36 per month for 24 months – that gives you a near-pointless 500MB of mobile data to play with each month.
The other options deliver 1GB, 3GB, 5GB or 8GB of data at increments of £5, plus you've to factor in the cost of your 4G-ready handset too, with the Huawei Ascend P1 the only phone you don't have to pay in for – and then only on the 3GB tariff or above.
And when asked whether the cost of upgrading to 4G LTE would put them off, over 72% of respondents to a ThinkBroadband poll answered in the affirmative.
Now let's face it: nobody's ever going to complain about something being too cheap, but nearly three out of four is a fairly serious figure.
One obvious reason is the lack of an all-you-can-eat data plan – a ridiculous situation since 4G is championed as your passport to do all kinds of data-heavy stuff like video-streaming that's hit and miss over 3G.
There might also be the notion that given how choice leads to competition, which typically means lower prices for the consumer, the lack of choice in EE's current 4G exclusivity implies that prices are higher than they should be.
No matter what the poll suggests, however, arguably the real obstacle for most people right now isn't price, but network availability. Even if the increased competition doesn't affect prices at all, it's a simple fact that the biggest jump in 4G uptake in the UK will come when there's more than just the one provider offering it.