That's changing becuase they're losing their monopoly on the iPhone. Before they were a one trick pony. And that pony is getting old. If AT&T wants to stay in business they have to improve their network and start offering phones that people want.
I wonder if it will go on other carriers too. If you remember, it was Google's plan to have the Nexus One be put multiple carriers so that consumers could choose which carrier they want. What a novel idea. Unfortunately the Nexus One was a sales disaster. At one point, I was waiting for this to go onto Verizon...