1 cents... Don't fall for the trick. You know how much $$$ Rogers can get from you when you go on a 3 years contract with data? The SPIF for these plans are so high that EVERY Rogers dealer will welcome your business.
What EVERYONE is doing now is bundle voice+data+option together, so you are stuck at paying that price for 3 years. If there is a sudden price drop on the data plan, you cannot change the data plan and force to pay the high price. In another words, it's better to add data and option seperately, so if there are changes, you can remove/change them as needed. You can go on a contract this way.
IMO, LTE is useless on the phone unless you are doing massive data download. Normal browsing, email, facebook, whatever are all right with the current HSPA speed, even HSPA+ is good enough on smartphones.
I see LTE is useful when you are using their RocketStick, because you will get faster speed on your laptop/desktop. Still, the cost of getting LTE initially will be substantial.
By the time when everyone comes on-board with LTE, the price will come down.