They can sell at full price, but keep in mind, their prices are 50.00 more than everyone else. I was able to get my wife's 16GB @ RadioShack (they had one left when I called). They told me it'd be "like 650.00" when I called, since I told them I wasn't eligible for an upgrade, nor did I want to give up my unlimited data. When they rang it up, it rang as 699.99. I didn't bother arguing about it at the time, but since I've been interacting with their ultra horrible customer service, to see about getting that extra 50.00 back, since they claim they'll price match -- but they want an AD showing the 649.99 price, and the place that has it in their ad must have the item in stock too, which is near impossible to begin with.