Yes, there are non-athletes and athletes who conflate masculinity with athletics, but I think the narrative is changing and athletes, in private, are having important conversations about redefining masculinity and manhood.
What's most interesting to us is that the carriers are appearing to conflate bandwidth-heavy services like Facebook and YouTube with devices that customers use to access those services -- does it really make any sense to charge Apple or Google a fee for making good phones that encourage more network use, on top of charging users for tiered data?