That's a clumsy analogy, considering Telstra has ~45% market...

That's a clumsy analogy, considering Telstra has ~45% market share of Australian mobile market.

I'll concede Telstra offers unrivalled mobile network coverage, but that wasn't the point you've outlinde in your post.
Mobile customers should not accept plans that don't suit their own needs nor should they accept price increases without some consideration and tailoring to their requirements.

BTW the difference between the "SMALL" plan and "MEDIUM" plan, besides data quota seems to be around top end 4G/5G speeds, a point I have repeatedly posted about and suggested there is little benefit for most use cases at present and also considering the availability of wifi networks (that are often free) for higher speeds as an alternative.

By way of example. In my case, i'm happy to take the small plan as I'm most often connected to wifi, and I don't have a use case for the really toppy data transfer speeds or reduced latency.
In a high inflation environment, I believe cost savings will become increasing important for a wider range of consumers, Bentley drivers excluded of course.