The carriers promised that when they introduced family share plans that things would be simpler, which didn't last very long. AT&T has thrown another plan into their mix, many believe to compete with the much cheaper T-Mobile deals.
We noticed T-Mobile stores are more crowded than AT&T stores, courting AT&T customers by paying for ETF fees. While AT&T is trying to keep and lure customers with a $100 credit with these new plans.