Vodafone's new pricing model excluding VOIP

This story from the register is outlining how Vodafone plans to implement a per application charging model. It can't be long now for blanket 802.11x coverage to obsolete a standard GSM phone service. How long will it take for companies to start realising it's us, the consumer which call the shots now. We have companies like Google and Apple being enablers for the masses. Allowing us to do things how we want to do them and not have limited imposed on us by companies always looking at the bottom line and fear of loosing control.

Why in this day and age can we send emails, send instant messages, talk over VOIP from our computers to a landline or mobile, talk over video, in fact just about every communication method conceivable all for free, but still have to pay a per usage model for our traditional phone services and mobile phone services. It just doesn't make sense. The technology is here, its only a matter of time before companies either evolve or die!