That really is the catch. When I told people I paid $30/month for my plan they were all excited/jealous. When I told them I paid about $500 upfront for my phone, they were immediately turned off. People are just accustomed to the subsidized phone prices now, they would rather make the monthly payments than deal with that one big hit, even if it costs them money in the long run. That reflects a lot of American consumerism, though. Like I said, I'm planning on buying my next phone with one of Best Buy's 0% financing for a year or two promotions, nearly the same thing.