SMS price cut in the Philippines

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Do you really think it's necessary to cut the SMS charge in the Philippines? I am very happy about this but at the same time apprehensive as to how the telecoms are going to handle it if this becomes permanent. Philippines has one of the most reliable SMS technology I know, and maintaining this costs telecoms a lot of money. They need to generate sales in order for them to invest in newer technologies in the future.. Maybe I'm thinking too much on the business side, but that's what's annoying sometimes. People want the luxury of having a certain service or product, but want it cheap, and eventually they will rally for it to be free. What businessman in his right mind would spend so much in investments and hand everything over to everyone for free? Your thoughts?