I may be wrong, but prices for plans are so high because they are subsidizing the cost of the phone, right? Why is it that carriers don't have lower pricing for those that don't purchase phones at the subsidized price? They could still lock someone in for a specified amount of time via a contract, meaning they'd for sure get that person's money. Otherwise, for those that don't have unlimited data, what keeps someone from switching around to new carriers each time. When good phones are often made available to new customers on Amazon for a penny, I've considered going two years with one carrier and then switching to another while purchasing a phone for a penny.