In fact that's the way it's always worked in europe. We don't mind contracts as long as we get something in return - a cheaper phone (often free on the higher contracts). To pay full price *and* be locked in is fairly unique.
This how it was in the States as well (as far as I can remember) until the introduction of the iPhone.
When the iPhone was released, it probably was discounted. It's just that the discount was not granted by the provider but by Apple.
I couldn't help but notice the italics. By "discounted" do you mean selling below cost or at a price where the carrier doesn't make a profit on the handset? That is what carriers do when they sell you a RAZR for $99.99 and have you locked into a contract. If the iPhone was discounted when released this past June, by how much was it discounted? And assuming based on your post that it was, wouldn't it still continue to be discounted - especially as the SSD has increased in capacity?