Before, you offered individual things (such as 50 minutes, 100 texts, 1GB data, voicemail) separately with their own prices so we could create our own bundles to exactly what we wanted/needed. I LOVED THAT!
Now, don't get me wrong, having pre-made bundles are super helpful to businesses, families, first time customers, etc. How should they know what they want/need yet!?
But when we do know what we want, and we can customize it just right - even if it is the same price as a bundle, we feel so much more satisfied to see minutes un-wasted and data all used up. Feels like a better bang for your buck. Little bit of consumer psychology.