Cost per gigabyte always matters in the mobility business. Though the argument can be made that mobile bandwidth does not have to match that of the fixed networks, since mobile use cases generally require less bandwidth, "more" will always be needed.
Smaller cell sizes are a traditional way of increasing the intensity of use for any block of spectrum, but there remain physical limits to the capacity possible using low-band spectrum, and even mid-band spectrum, eventually.
Millimeter wave and higher-frequency assets do have propagation issues. But aside from use of small cells, the capacity possible using millimeter wave and higher-frequency spectrum is very hard to match.
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