As a Sprint stock holder I have every incentive to want to see Sprint excel as a company. To that end I am baffled that they have chosen to attach an extra fee onto their flagship phone at a time when they desperately need subscribers. A fairly simple economic analysis will hopefully clarify why I feel this is a bad economic decision. For simplicity imagine 10 people are considering the Evo-all wanting individual plans at 450 minutes. (using the $69.99 plan give Sprint the strongest argument for implementing the fee) If all 10 sign up with the $10 fee then Sprint makes $800/ mo. If all 10 sign up without the fee then Sprint makes $700/ mo. Case closed then you say Sprint will make more money by charging more, but not so fast. Watch what happens if the fee is enough to dissuade some of the potential new customers from switching to Sprint. If only 9 customers sign up- 720/mo. to Sprint (Still making more with the fee) If 8 customers sign up- $640/mo. to Sprint. Sprint is now making significantly less by charging the $10 fee! As you can see the new fee only needs to turn-off ~ 12 % of potential new customers to end up costing Sprint money. Now extrapolate this out to representative population- for this example consider the total population of people considering the Evo to be 400 (it makes the math simple). Assume 25% (100 customers) covered in 4g (about what it will be at time of the Evo release) If only 5% (1 in 20) of the 4g population is unwilling to pay the extra fee the Sprint will have lost 5 of 100 potential customers. Not bad and definitely under the 12% mark detailed above. But remember the 4g population is only 1/4 of the total population. In the non 4g areas it would stand to reason that a much higher % of the population would be unwilling to pay the extra fee, lets say 1 in 3 considering the Evo is turned away and opts for the Incredible or Iphone. Sprint will have lost 100 of the potential 300 customers in this population. Now of the original 400 people considering Sprint and the Evo roughly 25% (105 out of 400) will not be signing up. Now obviously this analysis is oversimplified and doesn't take into account people not buying the Evo but still becoming Sprint customers as well as many other variables. However I hope it does point out why I think Sprint charging this fee at this time is wrong decision and the potential adverse economic effect of doing so.