Actually they aren't following the pack on this one, they are leading it. As was stated they are raising TEXT messaging rates to 15 cents but dropping MMS messaging rates to be 15 cents. Basically they are going to a simple flat rate messaging. No matter what kind of message, no matter to who it goes (in the US), you pay one rate (after bucket messaging is used if you have a messaging package). It will probably benefit more than it will hurt. Now you can send picture messages or audio messages for the same price as text. As for incoming, you can actually disable all messages if you don't want to send or recieve any at all.
Zo.