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The important part of this is price transparency. If anyone thinks they're getting a subsidy when they buy a phone, well, you're not. You're paying the full price of the phone, wrapped into what you pay per month over the two year contract. You just don't know how much. And when you've paid the full price of your phone, or you complete your contract, you don't get a discount. The company just banks the profit.
At least now with tmobile, we've separated the cost of hardware and the cost service. That's a huge step in the right direction.
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