I don't think it makes sense at all. The carriers are trying to force you away from subsidized contract plans and make you buy the phone outright or on payment plan. in which case you are still paying full price just over a few months and once its paid off your monthly payment to them is cheaper. it makes sense that they don't want to sell full price phones to people who are not verizon customers and have no intention to use it on a verizon plan. If you are a Verizon customer and wanted to buy a phone at full price and they denied you I would be screaming to every manager I could find. Thats ridiculous.
I'd rather buy from the Apple store in any case - much better return policy, among other things.
The reason it makes sense is that, although you're right that they want to move away from "subsidized" (we have to use that term loosely