"they are way more expensive to the company than people buying metered tokens" is true, but that doesn't mean they're a massive loss as you imply. It could be that plans are effectively breakeven but tokens are highly profitable.
But this is further to the point that the economics are more Amazon than Pets.com. If the plans are losers, great, when they need to be profitable they kill the plans and focus on metered tokens.
But this is further to the point that the economics are more Amazon than Pets.com. If the plans are losers, great, when they need to be profitable they kill the plans and focus on metered tokens.