AT&T is doing something it hasn’t in years: offering new unlimited wireless data plans. Starting Tuesday, they’re available for customers who sign up for wireless and DIRECTV, the satellite company AT&T bought for $49 billion in 2015.

Unlimited data plans are much harder to find these days, which is why AT&T thinks its new offer is tasty enough bait to get people’s attention. A key target is the 36 million homes that have AT&T wireless or DIRECTV, but not both. Wall Street loves cross-selling, because when it’s done right, it’s an efficient way to wring more money out of customers.

But despite a big carrier bringing back an unlimited plan for certain new customers, analysts don’t expect the industry to go back to the days when unlimited data plans were widespread. Americans are using more data than ever, and companies want to make them pay accordingly.