How do you explain when retailers like Target or Best Buy sell the iPhone for 29.99 or even $.01 with a 2 year contract, (very attractive device pricing!), but then they're stuck paying $100 (or so) extra per month because they did not choose to pay full price for the phone a little at a time. (even over time it's still more out of pocket) . The plan prices are outrageous as is, let alone how much time is required trying to figure out special programs and whether it saves money or not. I see it as penalizing the customer for (wisely) choosing not to spend more than they have to for a phone. Customer NO service...