I wouldn't say they're getting unnoticed. While they may not have as much attention as they used to, it seems like everyone is calling on them to respond to Verizon's "Independent Study" ad the same way T-Mobile and Sprint have. Although that's probably because the ad only covered those four, and US Cellular was left out. But it doesn't seem like that's stopped them from responding to Verizon's ad- https://www.youtube.com/watch?v=P9SKn3RZNR0