With unlimited home wireless broadband from T-Mobile and Verizon starting to take a dent out of Cox Communications’ customer base, the cable operator is shoring up a defensive position by waiving its arbitrary data cap for existing customers signed up for gigabit speed service in select areas.

“We’re showing our appreciation by giving you free unlimited data for two years,” reads the postcard sent to one of Stop the Cap’s readers in Phoenix. “Now you can stream away without worrying about overages.”

Phoenix residents currently have a choice of up to four different providers — Cox Cable, CenturyLink, Verizon 5G Home Internet, or T-Mobile’s 5G fixed wireless home broadband. Verizon and T-Mobile both offer service with no data caps, but coverage remains selective, especially for Verizon.

Customers must receive the postcard offer and redeem it with Cox to waive their data cap, and the offer is not transferable. It applies only to subscribers with gigabit speed and after 24 months, Cox’s 1.25 TB data cap returns.

The fact Cox is willing to waive its own arbitrary data cap for marketing and competition reasons further demonstrates that artificial limits imposed on internet service have nothing to do with congestion, “fairness,” or network management.