I was initially very excited when I saw that the individual plans were not exorbitant (though not amazing, but possibly amazing considering the data is only $10-20 for something that used to be $40 and we'll get a LOT more use from, not even considering BT-tethered internet use), and THEN I saw the "Family" plans... which include rollover, unlimited data and 200 text per line (implied). 700 minutes for $80 1400 for $100 2100 for $120 3000 for $160 4000 for $210 6000 for $310 But then I just realized that there's a tiny asterisk which notes: *Includes one line. Additional iPhone lines are $29.99 each. More SMS text messages can be added to any plan. I'm going to bet that this doesn't mean "one additional line," rather that is the family plan base line to which the 2nd, 3rd, 4th, etc lines are added. Meaning that we should add $30 to each of the above plans, which makes them a little bit less than great. Still sort of competitive, but not better than other providers. Plus it's misleading, IMHO. Labelling family plans but only giving the price for one line... how is that a family plan? Disappointing from Apple, about par for AT&T/Cingular. I'm personally really disappointed by this, because the boy and I were going to get a line together... gah. I suppose we still could, but I could get 2100 minutes on two lines for $110 and free vision (longtime customer), and two Treos for only 2/3 the cost of ONE iPhone... plus like 20% off of my bill because of my employer. But then that's nothing close to an iPhone experience and I'm sure I'll get sucked in anyway in a month or two. Just wanted to let all of you folks buying for spouses/GF/BF/kids/etc know and make sure you noticed before Friday.