sirhan writes with news that AT&T has announced a program that allows companies to pay for their services to bypass mobile data caps. "With the new Sponsored Data service, data charges resulting from eligible uses will be billed directly to the sponsoring company ... Customers will see the service offered as AT&T Sponsored Data, and the usage will appear on their monthly invoice as Sponsored Data. Sponsored Data will be delivered at the same speed and performance as any non-Sponsored Data content." The Verge comments: "If YouTube doesn't hit your data cap but Vimeo does, most people are going to watch YouTube. If Facebook feels threatened by Snapchat and launches Poke with free data, maybe it doesn't get completely ignored and fail. If Apple Maps launched with free data for navigation, maybe we'd all be driving off bridges instead of downloading Google Maps for iOS." Or, think of distributed services: Mediagoblin vs Flickr, pump.io vs twitter, ownCloud vs Google Apps. This is probably a sign that data caps are here to stay, at least for AT&T subscribers (and if it's successful...).