I like this move.
I am completely for this and I think it is WAAAY overdue. We can only hope it hits all providers for all devices.
I would hope shortly following that the contract commitments will die. At that point, how can they possibly justify contracts and ETF's if you buy the phones out right? I think this will be a little harder to rip from the clutches of companies like Verizon and AT&T and thus they will certainly be the ones lagging on the efforts.