The AT&T store I was at were great to try and get me mine full retail. They went so far as to try and add a line and cancel it. That being said, on the bottom of the scratch off card there is a number to input for outright purchase. However, AT&T's system kept rejecting it. They tried to get me to do Next with a new line, but I just wanted to buy it. Anyway, the code is there, but the system rejects it right now.
Sent from my HTC One