Companies do need to make money, but I think the telecom industry (phone, internet, cable, etc, they're all the same companies now) overcharges because they get away with it.
On cell phones, for example, they make you think you're getting a deal by giving you a phone for $200, but then over two years they charge you a higher fee every month for two years, and it ends up being $300 more than you'd have paid if you just bought the phone outright.
About a year ago I got a Nexus 4 from Google, and signed up for T-mobile prepaid at $30 a month, dumped Verizon which was charging me $90, and it only took a maybe four months before my savings paid for the phone.
And my internet service keeps sending me letters to upgrade my service to a higher speed because I'm using the internet a lot, but I just ignore them... and I'm satisfied with the speed, and rarely have any problems.
So if you're paying too much for data, you might want to look for alternatives. It just depends what features you absolutely need.