I was under the impression that they are just getting rid of individual data plans althogether and going with this system. Is that not the case?
Nope. From my understanding this is an optional plan to go along with the others and is in not compulsory. Though it is obviously designed to get data device penetration up, and move people off unlimited. Verizon would kill itself removing the voice only plans and bolt on features. There is still a healthy user base that has no want for data service, though it's shrinking.