But you also have to consider what a retail location is there for, to make money. In order for the locations to stay open they have target numbers to meet, and if everyone starts buying phones from a website which has no overhead, then goes to a retail location which make no $$$ off of your purchase on Amazon, eBay, even The VZW website, the store can, at their discretion, not 0 out the Sim, charge for data transfers, even ESN fees.
That why I tell people if you want face to face customer service for ALL of your needs, buy your devices there.
Most stores don't charge because they have heavy foot traffic coming in. The stores that are struggling to make money will charge for these things.
It's like in the past when Best Buy price matched for Amazon, they would include a $5 - $12 misc fee for what Amazon would charge for shipping and Handling. I used to manage an AT&T location where we could price match Costco, but in certain cases doing so brought the Purchase below cost. We were losing money every time we would price match. Do the company came up with something for retail locations to charge $35 for an External Device setup fee. We were to charge that to anyone who purchased from Costco and since Costco couldn't transfer contacts, we charged that.
So if a customer wanted a Costco price match we had to treat them like Costco customers and price match the phone, then charge external device setup fee on top of that.
It does suck for the consumers, but that's the kind of thing your retail locations resort to if they are losing business to places like that.
I agree full heartidly with everyone when saying these things should be free, but remember retail locations have to pay property management, cellbrite licensing, shipping costs for FedEx and UPS to send phones from warehouse to their location, office supplies, and they still have goals to meet every month.
Websites are hurting retailers like Red Box and Netflix caused Blockbuster Videos to go out of business.