Well I would expect prices like that for new customers and those eligible for upgrade. Most PDA phones that comes out now are usually anywhere between 150 and 200 less for new customers so its expected. I don't expect the Bold to be cheap for existing customer not eligible for upgrade when it comes out. I guess the only thing I don't like is that they are trying to make it really seem cheaper than the 1st phone whichs its not. But that's what marketing is for LOL.