05-02-2016, 08:54 PM
It is hard for them to message properly that's for sure; they have fixed costs and variable costs that they try to have covered through a variable cost medium (usage). They would be better off with a mixed costing system, but that is hard to set up fairly, or even know what fairly means. Basically, sure they want to encourage lower usage, but yes that means the usage rate needs to go up in response. Tough spot to work from.