The current business model of phones in the USA puts as much control of the phone in carrier hands as possible. They lock the software done, install bloatware, and control software updates to the point where buying a new phone is often the only way to get a bugfix.
I am cautiously hopeful this might be a lever that some capitalist / entrepreneur can use to disrupt that model. Maybe offer subsidy free phones with competitive user experience on cheap enough hardware?
Going to be hard to make a dent in the carrier control with LTE frequency fragmentation forcing phones to be built to one or two carrier compatibility.
Choice is good but this is not in the interests of those who (tightly) control the pipes. They don't want to be commoditized.