Can anyone explain the following to me? My wife and I both have basic phones, her last upgrade was in December 2012. I called Verizon to see if they would let me upgrade my wife's phone to a Iphone 5c, they told me I would have to pay full retail price and they would not allow an early upgrade. This is the part I don't understand. If Verizon allowed this upgrade they would get $99 for the phone, $30 for the activation fee, and $30 a month for two years for the data plan which we currently don't have. The total for this is $850, that's how much more money Verizon would make if they allowed me to upgrade her phone early, even if the price of the phone is a wash, its still $750. Can anyone explain to me why this wouldn't be a sound business move by them? I have been a loyal customer for 10 years, but as soon as our contract is over I think I'm taking my business elsewhere.