I'm in the same boat except I'm with Verizon and wish us cellular would come out with a decent plan. They all have this device payment plan for phones now, not sure who first came out with that, but every carrier seen that they were the winner on that one and they still are laughing all the way to the bank.
Verizon has been doing nothing but taking things away. Recently they just yanked 2 year contract away from ones that were on the plans that allowed them. As you said they are targeting the unlimited data users, even after the $20 month increase. Verizon feels they are the best and they are not afraid to do what they want, after all where you going to go, that is thier attitude.
With that said, if you travel a lot, then they are the best, but if you don't travel your probably better off with another carrier in your area, even prepaid. Straight talk works good in our area, it is when they start traveling they have dropping issues.
Anyway come to Verizon with caution, their past record shows that when they feel like it they just take things away. If you do come to Verizon, never get comfortable with what you have, if Verizon feels like it they will take it away.