Earlier quoted context omitted.
It's not a matter of (absolute) pricing, but of (relative) preference. It's giving established players a significant advantage that puts independent actors in a weakened position.
So is there no network access at all other than these apps? I don't see that clarified on the page. Personally, I wish Comcast (being the only high-speed option for much of the US) followed this model for TV, where I only want 2 channels but can't pay for less than 80 or so.
No, the 'regular' access goes out of your normal data cap, and of course they have every reason to lower that cap as much as possible so you're more or less forced to buy these packages.
This is just the first step, they are trying to get consumers used to paying for special data packages like this. The next step is to keep lowering regular data caps, etc.