Early this year, I had 4 iphones and was paying about $230 per month. I also paid extra for ipad cell service. Switched to Share plan and it is now $160 per month. Under the old plan, I could just pay $100-$200 for a new upgraded phone and my monthly charge would not change. Happy camper getting upgrades on a regular basis. Now, I am saving lots of money and have more shared data plus tethering. BUT - if I want a new phone I will have to shell out $750 (32mb) or pay the NEXT payment. Either way, I now see how much it will cost. Even though it is less than the old way, it is REAL MONEY. How many people will look at this and say - No thanks, I will keep my current phone for another year? Did ATT (and others) shoot themselves in the foot?