Upgrades are happening all the time on back-haul, but not fast enough...
I think it's VERY important not to see this as a price increase. It would be wrong to try and compare it directly with the normal rates (BB-S).
If you never go out of bundle, you should not consider this new suite and rather stay on BB-S. If you have a rigourous bundle management regime in place, you don't need BB-S.
However, one of the biggest complaints we received over the years is about the very high OOB rates. Especially on this forum!
And it is for all of these subscribers that BB-A will save a lot of money.
So if you take a bundle and you go OOB by a certain %, say 15 or 20%, you'll now find that BB-A is actually cheaper than BB-S. And effective price REDUCTION.
We did a number of user polls, including here and the general consesus was that subs would be happy to pay some type of VAS to get a flatrate.
This is exactly what this is, a different rate but giving you OOB=IB. (And 7.2 and roll-over and a truly free device, etc. 
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