Because 30 dollars data plus 9.99 line fee equals 39.99??
Honestly, yes the plans are more expensive, but geez it isn't that much different than the first iPhone where you had to pay 29.99 for each iPhone past the first two. Note at the bottom it says the next 3 iphone are 39.99 each, and you can have 5 lines per account simple math dictates that they assume you are getting two iPhones.
I think you guys are missing the point ... that extra $30 for a family plan is NOT FOR THE DATA PLAN. Read the fine print, it's for TEXT MESSAGING. Data is now part of the overall plan. The overall price of this plan is double ... I'm going to go from a $100 family plan to a $200 family plan under this pricing scheme when you add it all up. And for all of you who say "no, you just add the data plan" there's no data plan to add, that's a text messaging plan.