The salesman at Wireless Kingdom was throwing incentives at me to the point of desperation, so I just could not pass up the offer. I got a 15% reduction in the monthly plan, no activation fee, and a free phone (with rebate) worth $100. I was quite happy. He said that going to the direct dealer would have been a huge rip off and not worth it. I don't know about that, but I do know that I was willing to give a third party a try to save a few bucks.