Existing user's are required to buy phones at full retail and not renew their contract but their monthly price stays the same as others users on a 2 year contract in order to keep their unlimited data option. If a non subsidized phone costs verizon...$550 and MSRP is $650, they sell that with a new 2 year contract for....$250. Why don't they give user's the option of a lower monthly bill, say of $20 less/month if they buy at full retail vs a higher monthly cost and buying a cheaper carrier subsidized phone?
Personally, I would gladly buy a phone at full retail of $800 or so if it meant saving $20-$30/month/line. This is how it's done everywhere else in the world anyway?