And here lies the stupidity.
Prices are 2 - 3% higher to cover CC fees, and people love it because they "get back" 1% from the CC company.
In the case of Verizon, these fees have been part of their cost of business forever, and they just wanted to add a few hundred million dollars per year to their revenue at virtually no cost. Soon they'll add a surcharge to cover the cost of their corporate jets used for executive "retreats".
This is likely not something to pad their revenue stream, at all.
This is likely an attempt to try and get back into the comfortable revenue stream they once knew, before they introduced the iPhone on their network.
Apple mandates a $450 subsidy on the iPhone, so Verizon is losing more money up front than they are comfortable parting with. They have resorted to numerous other shafty avenues to recoup what they figure was once theirs all along... just look to 4G-capable premium phones at $300 on contract. LTE (besides the cost to implement the network) doesn't really add anything noticeable to a phone's cost. They are using higher prices like that to try and average out how much Verizon is paying for subsidies, so that the stockholders are appeased.
And yep, I'll be sticking with Verizon still... I still have unlimited data (w/4G

) and their overall service (I accept growing pains, I'm realistic) is fantastic.