Intentional "bad wording" in a press release and repeated advertisements thereafter is considered "bait and switch".
Basically, they announced one thing, and they aren't offering it.
Granted, people shouldn't be "pissed". But it's disappointing for sure.
And their failure to mention the $10 extra monthly fee does fall under "lying by omission".
Please read T-Mobile's own words again: you do not need to be their customer. They specifically wrote "even non-customers".
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I think this situation is simply a case of good marketing plan getting backtracked by a corporate decision at the last minute.
Perhaps T-Mobile was indeed planning to offer the FREE finance and monthly data plans as a way to attract more potential customers. However, last minute decisions from the top assessed that they needed to make some amount of profits, hence the $10 fee was added in the end. Despite the press release.
Essentially, they probably assessed that financing $630 or so for so many people would cause a big backlash for their revenues, and they didn't want to take it up anymore.
That's only for the whole financing deal, of course. The 200MB data plan is still FREE. They seem to still want to throw a wrench in AT&T's and Verizon's plans. I bet people would still appreciate at least that.
You know what I'd bet - (I'm a t-mobile customer) - given my experience on their less than stellar web site, they probably just don't have the systems to manage financed customers without a plan. I'd say it's more incompetence than evil.
I'm sure they still make a nice enough profit for every ipad that they can sell - and I'm sure the internalized present value of cash streams of a customer with a working cellular device with their sim in it is worth a lot more than their financing costs over the course of two years for a few hundred dollars.