Why is Rogers Wireless such jerks?

Rogers Wireless used to allow free incoming text messages of all kinds, now they're charging for incoming email -> text messages! (Bell currently doesn't), maybe it's a sign of things to come?
http://www.shoprogers.com/store/wireless/services/email/emailtxt.asp


"Die Rogers!" -Andrew, circa 2003

Incidentally I'm only a little perturbed because I send a fair amount of text messages in the form of emails to peoples' phones, and now they won't get them! Even though I hate Rogers so, I'm a cable, and cable internet subscriber, and I half plan to switch to Rogers for my cell phone service sometime in 2007 when number portability comes along. I've chosen Rogers for these services because they're simply better products for the price than any of their competitors.