The big problem is that manufacturers want to eat their cake and have it too. Imagine if the CPSC would require that they pitch accurately: "And for just $699,

The big problem is that manufacturers want to eat their cake and have it too. Imagine if the CPSC would require that they pitch accurately: "And for just $699, you can sign up for an indefinite license to use this magnificent product, ladies and gentlemen! Yes, for that price, you'll be a lucky phone-renter!" If you want to tap into people's desire to own a phone you can't tell them you're filling that desire and then turn around and say "well, what is ownership anyway?".