Grandfathered unlimited data plan bait and switch

I'm incredibly disappointed in AT&T.  In December, they sent me an email and a letter outlining the extra $5 a month charge and offering an early termination fee waiver if I cancel my unlimited data plan, not service but PLAN.  I went to AT&T to move all of my 5 lines to the Mobile Data Share plan.  This sounded like a good deal because the 3 lines I have under a 2 yr contract would only be $25/mo vs $40/mo.  Several AT&T customer service reps later I find out that this is really just a trick to lure unlimited data plan customers in and have them give up their plans.  I was offered to move my phones off my current plan and sometime in the future some rep somewhere was going to adjust my monthly bill according to the letter I received.  I asked the customer service rep to get someone on the phone and do that now.  2 phone reps later I'm told that the word "plan" is synomanous with the word "service", so there is no waiver of early termination fees if I want to cancel my unlimited plan and move to a Mobile Data Share plan.  This makes no sense at all.  No one interchanges the term "service" and "plan" in the industry.  Go to AT&T's website and try to find the menu where you change "service".  You won't find it.  It only gives you options to look at "plans" and change "plans". These corporate letters and emails are vetted through lawyers and words are chosen very carefully.  I can only conclude this is a case of bait and switch. 

Other than that glaring issue, the offer makes no sense whatsoever if AT&T really meant to say cancel "service".  So let's examine the options given to the customer:  Option 1: Pay an extra $5/mo for each line that has unlimited data.  Option 2: Move to a more expensive plan and get charged $40/mo for each phone under 2 yr contract.  Option 3: Leave AT&T with no termination fees and go to another carrier owning all 5 phones and get a lower rate.  I have been with AT&T for 10 years and there is absolutely no reward for customer loyalty.  

I changed my plans back to unlimited data and I'm weighing my options but it sure sounds like AT&T wants it loyal customers to move on to another carrier.

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