https://www.techdirt.com/articles/20190116/09532441405/trump-hotel-fracas-highlights-how-t-mobiles-consumer-friendly-brand-schtick-is-wearing-little-thin.shtml

To be clear, T-Mobile initially had an indisputably-positive impact on the wireless sector. The company's decision to eliminate consumer pain points like long-term contracts and early termination fees was quickly mirrored by other carriers thanks to a strange concept known as "competition." And CEO John Legere's relentless attacks on giants like AT&T and Verizon have proven to be immensely entertaining over the years. All told, T-Mobile has built its entire brand on the back of the idea that it was a polar opposite of the type of ethically-dubious giants that have dominated telecom for a generation.

In more recent years the company's "uncarrier" branding schtick has started to look a little worn around the edges. From supporting efforts to kill net neutrality to weirdly attacking the EFF, the company occasionally lets its mask slip, showing it's not all that different from the companies it professes to be better than. This shift has been particularly obvious as the company has tried to sell the press, public, and Trump administration on the company's job and competition killing merger with Sprint (like that time it hired Corey Lewandowski to "consult" despite his comments mocking a kid with Down Syndrome).