The options suck because there is no real competition, simple as that.
What the carriers actually care about is average revenue per customer (ARPU), so you will find that no matter the "deal" you get, you will be paying about the same minimum cost regardless of carrier at the same level. This is about $70/mo for Telus/Rogers/Bell, and $35/mo for their discount brands Koodo/Fido/Virgin. All that really changes is the amount of data you get, which they can easily give more of since the data itself is practically free. The only reason that these companies would ever do anything to deviate from the status quo is if a new company came in and challenged them, or they were legislated to change their policies, otherwise all they care about is maximizing revenues for shareholders.