Gigablast, Data Limits and Alternatives

We live in Northern Va.  I've been a cox customer for 20 years.  Currently only have Internet thru them however.  I just saw that Gigablast is now available in our area.  Two questions...

Will Cox be adding data caps in northern virginia?  That's simply a non-starter.  I realize they offer an unlimited data plan but that just makes my second question more important.  

Am I missing something on price?  After seeing the price Cox wants for Gigablast (before paying for unlimited data), i went over to an alternative Fiber Gig offering in our areas (can you hear me now) and their price is $30 a month cheaper, $50 a month after the intro pricing from Cox runs out.   Seems like the speeds are the same.  Why would I pay that much more?  Am i missing something?