pay now for 4G service. It's especially weird because Sprint's hidden the price increase in a press release entitled "Smartphones Drive Wireless Data Explosion" that initially appears to be about increased use of data before shifting abruptly into a defense of the additional charge and potshots at tiered data plans -- we know no one wants to talk price increases, but let's have some gumption, guys. Existing 3G Everything plan holders won't see their rates go up until they "upgrade or activate another smartphone," which doesn't sound great for family plans, but we'll get some clarification on that and let you know. Either way, we'd say picking up a non-4G Sprint phone just got real silly. PR after the break.