Pros
Kinda like the little engine that could, U.S.Cellular tried to differentiate itself with superior customer service, a superior network (where it had coverage) and an inclusive company culture. That gave it a David-vs-Goliath feel, its goals were noble and it enjoyed some of the lowest customer churn in the industry.
Cons
Reality from the bigger players caught up with U.S.Cellular. They were able to move faster, had more extensive networks and budgets and were able to lead the evolution of the industry to a point where great customer service just wasn't enough and the company had to follow their lead, losing their uniqueness in the process. And if a smaller player like U.S.Cellular cannot stand out, it starts to lose. Hopefully, the company can remain a profitable regional player in the markets it serves.