I specifically went to T-Mobile because this is the only plan that makes sense. I buy the phone, and then I don't have to pay some stupid subsidy for the rest of my life (which really sucks if you don't upgrade your phone every 2 years, as you still pay the subsidy even though you have long since paid off the phone).
I'm glad to see AT&T going down the same path, and Verizon will follow (though honestly, even if you took out the subsidy from AT&T and Verizon prices, I still couldn't afford them, they're so overly priced in comparison to T-Mobile. I am saving well over $100 a month on my 4 phones versus what I was paying AT&T (even including the amount I pay monthly to finance the phones)). I don't see Sprint doing it, as right now the only thing keeping them alive is by not doing what all the other carriers are doing.
But either way, it cracks me up to read all the people saying they would never go for something like this. It's already what you're doing, you buy the phone, pay a little down, then the carrier bakes the rest of the phone's price into the plan for the next 2 years. All they're doing is breaking out the monthly phone piece into a separate bill (if you choose to finance it, or you can just pay up front and be done with it), and once it's paid off you no longer pay it (it's actually going to cost them money on people who don't upgrade every 2 years).