If you weren’t grandfathered into an unlimited 3G data plan, then you probably spend each minute on your cellphone judiciously deciding what to spend your data on before you reach your limit. It sucks for users, and it sucks for content providers who want you to stream more videos and consume more content.
ESPN is trying to make thing better for consumers though by striking a deal with the carriers to subsidize your data plan so you can watch more sports video and analysis on your smartphone without it costing you anything against your data plan.