Remember when the first iPhone came out at full price? And then the next generation of iPhones were $200 because the carrier discounted/subsidized them with our two year agreements? And then they increased plan prices a few times because of the subsidy? And then gave us the choice of a "lower-cost plan" that didn't have a term commitment and was about the same as our old plans, but we had to pay the full amount of our phones, no more subsidies?
Now we're all used to paying for the phone, and they're adding in a "discount" again depending on our choice (in this case, conditional on which carrier we choose, basically a mini subsidy).
The cycle continues, games within games, to separate us from our hard-earned cash.