To continue on this subject...
During its first few years, the iPhone was one of a kind. Now in 2010 though, the marketplace has leveled out, as competing technology has caught up.
We're quickly approaching the point where the average consumer may not be able to distinguish the difference between buying an iPhone, and picking up an Android phone.
At which point, the selling point becomes the quality of your network. It may be more profitable, in the end, to invest in improving network quality, than airing a SuperBowl ad for a new phone.
My point is this: Carriers strategize to strengthen brand loyalty. Dollars invested in improving their network is a dollar well spent, IMO.