My understanding is that when purchased directly via Apple, full-price iPhones always HAVE come unlocked from them. They just don't mention this explicitly in their marketing materials, and there's no easy way (other than swapping SIMs of course) to tell that your device is unlocked. But I agree with you 100%, and think it's silly Apple doesn't make more clear the status of these full-priced phones.It's such a joke we are still even having to worry about this.
Anybody paying full price up front should always - always - be getting a fully unlocked device with no further effort required.