I do agree that if someone subscribes an unlimited plan and use hotspot to share with other friends, it is unfair trading and the service providers should do something stopping it. However, a normal customer wants to share their internet connection with their iPad on the go occasionally. It is also unfair to charge the customer extra as he will not use the internet on the phone.
I remember similar case on broadband connection at home. In the past, each broadband line is restricted to one pc. If you want to connect to more than one pc at home, you have to pay extra. Nowadays, there is no plan for extra pc and one price for one broadband connection line since most of homes have installed wireless network.
In mobile world, pocket wifi becomes popular and service providers have changed their service plan to serve 5 devices. Why not to include in the voice/data plan one day? It more reflects to the customer need. At home and work, we have wifi network available. The only time to use the device without wifi network is for the passages on traveling. It is the way to increase the volume of data usage - an opportunity to charge more.