Not trying to be a prick but...
In America, everything thing is black and white. When you buy something, there's always some sort of disclaimer written in small fonts on the bottom of the page you sign. I've learned from my past experiences to always READ what you are SIGNING.
This is no different than SPRINT, TMOBILE, VERIZON charging >$175 for early termination fees.
It's just simply business math. No company is going to rely on pure "faith" that you will sign with them and stay with them forever. So they ensure you "pay" the penalty for leaving them. Don't like the ETF rates? Don't sign up...but then again, you won't be able to get cell phone service without a contract (not talking about prepaid here, which does not apply).
So you see, everyone is just mad at AT&T for whatever reasons except for this clear one, they are doing good business. You people hate AT&T for the slow data rates, expensive taxes, expensive service features, etc...but this entire article just adds oil to the flame.