For the past 8 years Amazon has slowly been building their wireless sales unit. I have watched them for years offer mostly GSM devices for a lot less than the actual carriers. Initially I had a lot of skepticism and there was a lot of fine print which made me nervous. After witnessing how the process works and seeing new phones delivered for less, I began to trust Amazon. Initially it was primarily targeted at new subscribers but now they also work with upgrade eligible customers. Amazon has found a way to streamline the rebate process (which we have all dealt with) and create a very user friendly step by step process. Their current Beta is on offering 120 phones from AT&T and Verizon (TMobile and Sprint coming soon). At this program expands, watch retailers start to offer more discounts up front and eliminate long waits for rebates.