I posted this on another thread but I will post it again. I am currently on the unlimited data plan. I called Verizon Wireless customer service a day before the pre-order to check. They did not mention any full price option, so I don't know if it exist or not. But the CS rep told me the upgrade will end my unlimited data plan. However, they offered me Verizon Maxx with 6 GB for $30 (same amount I paid for unlimited data).
Frankly, I have never ever used more than 3 GB in a month. So the unlimited data is a nice thing to have but not necessary to me. Besides, Verizon, as well as any other carrier, will throttle you down if you are using too much bandwidth anyway. So the unlimited data is really a moot point if you cannot get the bandwidth.
In my case, 6 GB a month is more than enough to me. So I am planning to take the offer when I activate the new phone. Verizon Maxx can only be offered by customer service. And the offer varies in case by case basis. You might want to give them a call to find out.