Comcast now offers mobile service that is in the same price range as Fi. I think if you have Comcast service in your home, then calls and text are free and data is like $12/GB. Doesn't have all the other connectivity perks of Fi though. I have been 100% satisfied with Fi compared to other providers I've used. That said, I don't have any ideological aversion to Google yet, so I can't really comment there.