The "subsidy" was baked into the cost of the data plan. You were paying AT&T back, and then some. If you were on an MVNO you'd easily pay half of the monthly cost and save yourself hundreds of $$ over a two-year period.I've stayed on 2-yr contracts because they have been cheaper for me than buying the iPhone for full-price.
The iPhone costs $650 retail (plus tax).
I could always sell the iPhone for about $200 at the end of the 2 year contact.
Subsidy was $450.
So doing the math, I was always breaking even after 2 years. In other words I have been getting free iPhone upgrades for the last 6 years. Coupled with Unlimited data and it was a sweet deal.
If the 2 year contracts were soo overpriced, AT&T would be making a huge profit from it and would keep them. The fact that they are getting rid of them shows that they were actually too good a value for the consumer.