This seems shortsighted to me. I'm already seeing non-tech friends using messaging apps that don't go over SMS - with the mass adoption of smart phones, this hopefully is the nail in the coffin for SMS.
SMS at current prices is going to go. It can't compete with internet-based solutions like iMessage and BBM, especially in regions with many small countries like Europe or Asia where international fees can be quite restrictive. (This is why Skype became so popular in Europe.)
iMessage still uses SMS whenever you send a message to somebody with a non-iOS 5 device. I don't know about you, but I communicate with tons of people who don't have iPhones or even data plans.
This move is ridiculous gouging whatever way you look at it.