To be fair, energy isn't just kWh. A Joule delivered during times of peak demand costs more to produce (or has a larger opportunity cost) than a Joule during a lull.

Also a marginal Joule that you can demand at will is different from one that you committed to months in advance.

Similarly for data.

Of course, in practice most plans don't reflect this 'essential' complexity, but are full of accidental complexity to confuse people.