Except data and text messaging isn't the same thing at all. SMS uses the control channel which is far more restricted than the main data/voice channels, plus all SMS go into a central storage database (consider how huge this computer has to be to handle the billions of text messages) to be forwarded to the recipient (and stored for days if his phone is off or on, etc). Add to this inter-operator fees when you send a message from AT&T to Verizon and verizon wants a cut of what AT&T charge you, and you get costs that far exceed the raw data cost.
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Except data and text messaging isn't the same thing at all. SMS uses the control channel which is far more restricted than the main data/voice channels, plus all SMS go into a central storage database (consider how huge this computer has to be to handle the billions of text messages) to be forwarded to the recipient (and stored for days if his phone is off or on, etc). Add to this inter-operator fees when you send a message from AT&T to Verizon and verizon wants a cut of what AT&T charge you, and you get costs that far exceed the raw data cost.