I think what they are saying is that most phones are $399, with some type of contract. Until it's on the web site in writing everything is a guess. I got my 8310 from AT&T with upgrade and it was $199, had I purchased it without contract it was going for $399 of course this was last year. Don't know if I want to pay out the nose for the Bold when it comes out. More than likely I will. My two cents.