Telcos do exploit the information asymmetry, but that isn't the only way they can increase their profit. If they convince you to use high-margin features more because you actually find them worthwhile and they stay high-margin because the telco doesn't discount them in plans they hope you won't pick, the telco will do fine. That is, most telcos make money by getting people not to pick the deal that wouldn't be profitable. Limesco could make money by not offering deals that wouldn't be profitable. Most telcos get customers by seeming to offer a variety of great deals. Limesco could get customers based on the transparency. "The numbers on our ads may not look as good, but the number on our bill won't surprise you." Anyone who's gotten a phone bill previously and found they were mostly paying for stuff they didn't think they used would probably find this oddly compelling.