Since ATT no longers gives you anything to upgrade or helps you, yes I agree. This weekend my son wanted a new S8. Contacted ATT and said his line was eligible for upgrade. I asked how much and they said cash price of 849 or 29 per month. I asked about an upgrade price and not a new customer price, they said thats it. I said OK we would just have to look at moving our 4 lines, they said is there anything else I can help you with? They never even accessed my 20 year old account with them!
He went to Best Buy and bought it (Unlocked S8) for 679 and moved his sims card and he was up and running.