AT&T has adjusted its data plans yet again. This time, the available options seem structured to push customers towards a big-bucket family plan. Sorry, lonelyhearts!

Here’s how the new plans break down. You can either pay $20 per month for 300MB of data (note: this is not enough data), $30 for 2GB, $50 for 5GB, $100 for 15GB, or $140 for 20GB. Up through the 5GB tier, you’ll pay an extra $25 per line; the 15GB and 20GB levels tag on a $15 per line charge.

That’s a lot of numbers to digest, but you really only need to zero in on a couple of them. First is that 2GB plan, which condenses AT&T’s previous 1GB and 3GB offerings into a bucket that will be a much tighter squeeze for most people. According to the most recent numbers available from analytics firm Mobidia, the average U.S. LTE subscriber chewed through 1.8GB of cellular data every month last summer. Even assuming that number hasn’t continued to creep upward over the last 12 months—a generous assumption to make, given video’s rapid gains on mobile—a 2GB cap makes a tight squeeze. Despite the $20 price bump, 5GB will be a much safer bet for a huge chunk of AT&T customers, even if much of that data ends up going unused.

(For some competitive context, those lower tiers and pricing bring AT&T in line with Verizon’s offerings, while T-Mobile still has a 3GB plan, and charges $10 less for 5GB.)

The other number of note here is 15GB, the size of the next step up from the 5GB plan. That’s quite a leap. It’s also where a discount for additional lines kicks in, and puts data-sharing couples and families in a tricky position. Even if you’re confident you can slide under 5GB between the two of you, when you take the different line charges into account you’re looking at just $30 more dollars a month to triple your data. More important for AT&T, two people with individual 5GB plans (the tier which, again, will make the most sense for the most people) end up forfeiting $20 per month by not joining together in holy data plan union.

So why push people toward family plans? Simple: They’re sticky. Which is to say, people are less likely to leave them, because there are more moving parts.

AT&T has already seen the benefits of moving to its Mobile Value Share plans, generally. Its reported “churn” (the percentage of customers who left) among postpaid wireless customers in its most recent earnings period was just 1.01 percent, with users on Mobile Share, Family Talk, and business plans jumping ship less frequently than those on other plan structures. By making big-bucket family plans the obvious choice for even two people, AT&T could grow its captive audience even more.

Pushing the 15GB and higher plans also helps AT&T combat what had been a downside of Mobile Share; they’ve typically meant lower average revenue per user (ARPU) for the carrier. By vanishing the 3GB tier and dangling the 15GB, AT&T hopes to push those numbers up fairly quickly.

Whether all of these changes help or hurt you obviously depends on your own data usage needs, though I suspect I’m not the only one sad to see the 3GB tier disappear. The one certainty though? For AT&T customers, it now makes a whole lot less sense to go it alone.