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VZW has the network, so they don't feel the need to entice folks with equipment. ATT lures customers with phones. Sprint has an inferior network and customer base, so they offer cool phones and great plans.
One thing worth considering, you can sign up for a temporary number... try out ATT for 30 days (during which you can cancel and refund), and then move your VZW number over to that ATT phone. I liked this idea, because I only need a week to test the iPhone network, but didn't want to lose my number, "new every two" and longevity with VZW in case the ATT network was inferior.
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