With many of the UK's top mobile networks preparing to launch their 4G services in the next few months, perhaps it's not surprising that the only current option just got slightly cheaper.
EE launched its own 4G network last year, months ahead of the other networks who all relied on new spectrum for the service.
But now those networks are getting ready to break the monopoly, and it appears that EE is gearing up for an all-out fight on price.
It's just unveiled a new set of monthly SIM-only plans that don't require a contract, and cut the cost of data on the super fast service.
For just £23 a month you can get 500mb of 4G data, plus included unlimited talk time and texts, EE's Film service (including two-for-one cinema tickets) and a £5 discount if you also use EE broadband.
Other SIM-only tiers include £28 for 1Gb, £33 for 3Gb, £38 for 5Gb, £43 for 8Gb and £63 for 20 Gb of data a month.
"It's our ambition to provide consumers with the most comprehensive range of 4GEE plans possible. With these new 30-day options, we're pleased to be providing an even more flexible way to access 4G," said Simeon Bird, director of propositions (yes, really, that's his title) at EE in a statement.
On the other hand, with a range of new 4G options on the horizon it might be worth waiting...