The penalty was always there, but hidden. They're just now being honest enough to both show it and allow you ways to get out of it.
That's a good thing.
This. The new setup is somewhat better as you now are aware of what portion of your bill is paying for hardware. And once the hardware is paid off, you get a discount. This was not the case in the past. People would go years paying the higher rate plan without taking advantage of their upgrade, essentially over paying.