Carriers are increasingly expressing enthusiasm for the concept of toll-free data plans, in which content providers and applications developers would pay carriers to carry their content, and, in most scenarios, such content would not count toward a subscriber's data cap. But it is not clear that content providers--especially over-the-top players--would actually go for this. Would Hulu, Netflix or YouTube pay a carrier for the privilege of directing users to their content? And even if they did, how would content providers ensure that the benefits they are getting outweigh whatever they are paying to carriers. There are numerous technical and commercial hurdles to making toll-free plans a reality, as outlined in this FierceWireless feature.