Just when you thought the competition for your wireless dollar couldn’t get any more heated, in walks Google. Honing in on frustrations around 2-year contracts, dropped calls, and unused data, Google has made its offer very … well Googly. It promises a fast and easy wireless experience by partnering with carriers, hardware makers and users.

There will be no 2-year contract, the service will use T-Mobile and Sprint’s lines and will find the best signal at all times for you, and any unused data will rollover. On top of this the pricing is simple and straightforward.

The microsite for Project Fi (aka, their plan) looks like any other Google offering with a simple, friendly design and its trademark copy which keeps its engineering/tech acumen pitched to a very human voice. And this approach is part of why people like the Google brand and many will give Project Fi a try. They have a knack for simplifying and humanizing their technologies.

So what’s the catch?

You have to get a Nexus 6 if you want in early.
That’s a pretty big catch. In order to use their network of networks, the Nexus 6 is the only phone equipped with the hardware. Google wants to expand this, but if you want to be an early adopter, you’ll need their phone which isn’t cheap ($649 and $699). There will be an option to lease the phone.

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