Frankly, this is a matter of opinion. I know what happened with JCPenny, but I disagree with the idea that Verizon's pricing is set to make you feel like you're getting a deal. They aren't exactly offering coupons or promotions all the time on their monthly plans. This price change is not promotional but rather a half-hearted shot in the pricing war T-Mobile started.
Go back to your original post. You asked why their pricing can't be straight forward. Here is the answer - because consumers don't respond well to straightforward pricing. JC Penny is just the most recent example of that.
If you want to blame anyone, blame the consumer. Companies do this because consumers respond to it.
It is like all the people who complain about negative campaign ads and then go out and vote for the people who ran the negative ads. Politicians run negative campaign ads because they work to get them votes. It is the voters you need to complain about.
Same thing - companies do what works on joe average idjut and politicians do what works on joe average idjut.
The problem is that the world is filled with joe average idjuts. The companies aren't the idjuts. They are smart and price things in a way that consumers respond to.
Clearly pricing doesn't matter to you. You are staying with Verizon for reasons other than pricing. And Verizon knows there is this segment of the market. So they can get away with all kinds of pricing games and you will still stay. So you asked why they do this. The answer is because they can.