Just because your main competitors are doing something isn't a good enough reason to do likewise. That seems to be the general sentiment that Fran Shammo, Verizon's Chief Financial Officer, was trying to convey to the press. But to be more specific, what he's saying is that unlimited data plans aren't going to be coming back any time soon. Or at all, as far as the carrier is concerned. This despite the fact that AT&T earlier this month did bring back the offering. Well, almost.