There was just one big problem, the smaller ones used this to advertise their own "limitless lines" and the big company lost a TON of customers... so naturally they stopped being stupid.

Telenor (The biggest one) used to be a goverment company, and through that money build something close to a monopoly on the copper lines around the country. So when they privatized the company, there was a clause that forced them to rent out their infrastructure to smaller companies to promote competition across the country. This way they prevented one provider getting a stranglehold on areas that wasnt very profitable to develop infrastructure for.