You might want to check your facts. The big 3 do not charge roaming in Canada. I am about 20 hours away from my local calling area for 8 months out of the year and I have never paid a dime in roaming. I usually don't have any long distance charges either because of the Fab 10 option.
The favourites option, on some plans, can be selected for no extra costs. I have a relatively modest shared minutes plan and got to choose whether I wanted national favourites, early evenings and weekends or unlimited incoming. Nationwide calling to family and closest friends made most sense to me while other will choose something else.
Having looked at the WIND plans, they are competitive for users who stick close to home when that home is downtown Toronto or Calgary (and a few other cities at an unknown future date). Consumers really need to know their calling patterns and needs and compare the offerings from each company carefully. I may spend 90% of my year in the GTA (but too far out in the suburbs to use WIND at home) but having to pay twice to roam outside the city would not be acceptable.
There will be customers who jump at the sound of "unlimited" without paying attention to the details. AND, there will be complaints in the media and on the net when they get their bills and find roaming charges equaling or exceeding their WIND service fee. I wonder if WIND has ensured that calls will only be carried on its network when in the physical geographic "home zone" or will we have a repeat of the experience when Fido customers went underground in Toronto and got hit with roaming fees because there was no Fido service but Rogers' did. How long before the first complaint that roaming was charged for a call received on "The Path"?
It will be interesting to observe how WIND, DAVE and Public Mobile try to get the most attention. WIND certainly has the 'buzz' now but that will change when the other two start to roll-out. WIND certainly won't be the only competitor, a reputation it has unfairly garnered in recent months due to the silence of the other newcomers. And it will be interesting to observe how the 3 incumbents adjust their plans, options and marketing to convey the message that they remain the best value. With loyalty bonuses, bundling discounts and larger networks they not exactly down and out. Telus' aggressive revenue target for 2010 bear witness to that.