Want dinner reservations, movie ticket purchases and streaming audio in your Pruis? You better have deep pockets. Verizon drops flat-fee data plan - The Boston Globe
The article is about Verizon data plan. Entune uses whatever carrier's data plan you have with your phone.
Even so -- I don't see it being an issue for the vast majority of users. I consider myself a heavy data user on my AT&T iPhone (constant Pandora streaming when I am in the car .... email checks every 15 minutes ... web browsing all the time ... etc). I have yet to ever hit over 1GB usage. I am grandfathered into the unlimited plan, but the limited plan on AT&T is 2GB. I'd have to try REALLY hard to hit that limit.
There's no difference on the ammount of data your phone will use through entune vs. what it would use when used by itself. So you better have the same pockets with or without it.