This is huge. I recently spent ~$200 on AT&T's $30/120MB bundles on a two-week trip to Europe. I thought I was getting a good deal, too. It's fantastic to see the market shifting slightly in favor of the customers.
last time I was in Europe I got a sim from T-Mobile, pre-paid, loaded up with 25 EUR, and had 3 GB of data to use. Which is great because my grandparents on my dads side don't believe in getting internet access! Tethering my phone got me through without withdrawal symptoms ;-)