Good news and bad news out of T-Mobile. Eat through your data allowance watching Netflix on your phone? Good news is you will not be charged extra. The bad news is that your Internet speeds will drop to 2G. Essentially forcing you to buy another data bucket from the carrier.

The move is the latest in the PR wars from CEO John Legere. It sounds great on the surface, until the throttling begins. Here’s one for you. Go back to unlimited data and really start claiming marketshare. Legere blasted out a statement, firing at the top three carriers to follow suit.

“Today I’m laying down a challenge to AT&T, Verizon and Sprint to join T-Mobile in ending these outrageous overage penalties for all consumers – because it’s the right thing to do,” T-Mobile’s John Legere said in a statement.

Count this as another savvy marketing ploy from the nation’s #4 wireless carrier as the company seeks to regain customers it had lost. Legere’s is coming off a solid 2013 with a combination of PR and efforts to redefine cellular pricing. The company had been on a four-year streak of hemorrhaging customers to rivals.

Expect the ad blitz to be fast and furious with the new feature. With the NBA playoffs set to kick off, you should be able to recite the company’s ads from memory thanks to the saturation they put out.

The no more overages announcement is in the wake of the company’s ad strategy of paying customers up to $350 to ‘break-up’ with their current provider. They may be fourth in terms of customers, but T-Mobile has definitely learned how to be disruptive in the mobile industry.

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