THERE WE GO.
You have to be getting a 10Gb plan or larger to get some discount.
Taking a while to get through the smoke and mirrors.
Certainly, some scenarios are more cost-effective than others. Depends on:
1. How often you like to upgrade your phone
2. Whether you like paying for some of the phone up front
3. How much data you use
4. How many lines are on your account
Other stuff, too. It's not the total ripoff it's made out to be, though.