Without getting into the economics of the whole thing, it seems as though there is a huge push here in Okinawa for the market. They have opened kiosks on all the military bases (something only prepaid phones accomplished in the past) and in the last two weeks three new huge Vodaphone shops are being opened just on my ten minute drive to work. The buidlings being redone look like a cookie cutter was used to make them from an AU shop just different colors.
Maybe they will offer one fee unlimited usage, that might make me change providers!!