Telus, Bell, Rogers all 'competing' with each other, each of them owning several 'budget/flank' brands so they can capture even more of the individual market segments.
It reminds me of tool manufacturers like Black and Decker creating (absorbing/buying out) once reputable brands that capture individual market segments (Dewalt, Craftsman, Stanley, etc.) - now it's been optimized down to cost, market capture, and quality/performance of tools.
Back to cell phones - I understand there's only so much spectrum to go around which limits what companies can afford to license/purchase from the government, along with how much throughput you can throw from those frequencies - but still!
I don't understand why Canadians pay so much for basic features in $/GB for example - they have some of the highest cost cellphone plans in the world!