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You ask how, we'll very easy. Same way I got my LG g3 a month ago for $100 out the door from best buy. They all get specials deals and can offer it for whatever they want. The phone is doing so well in sales that they are reducing the price even further to get more people convinced to get the phone. It's still an amazing phone. Love mine.
Depending on carrier, you're going to get hit with upgrade and activation fees of from $65 to $80. I've never paid an "upgrade" fee before, so that eliminates some of the advantage.
On my Sprint business account, i've never paid activation fees, either.
I tried to buy one from Amazon today, but the only upgrade option they offer would strip my grandfathered unlimited data plan. They don't have an option to keep my current plan. They are also very sketchy on what the rest of my plan is, the just have a lump amount. I have 3 other phones and devices on it.
It looks like I will be paying the extra 150 bucks and getting it through ATT or an affiliate as not to loose my unlimited.
I'm on Verizon and bought my phone through Amazon and kept my unlimited data. When I checked out through Amazon, it made me select a new plan, but just like the Best Buy method all I had to do was swap in my old SIM card for the initial boot up and I have been able to keep my unlimited data.