You can, and if you can front the $600 (month one cost), it absolutely makes sense. Another consideration is that many people buying these aren't going to keep

You can, and if you can front the $600 (month one cost), it absolutely makes sense. Another consideration is that many people buying these aren't going to keep their phone for the full two years, so front-loading doesn't always make sense. In this case, the price difference is drastic enough that the TCO for 12 months is still lower for unlocked ($1250 vs. $1340), but it's not a big a difference. I'm sure some people would be willing to finance $350 over 12 months for $90.