Whether they do or not is irrelevant. When I bought my Android phones (twice now) they spelled out the contract several times throughout the process.
There is no way the $10 fee could have been missed, unless you were drunk or stoned.
The $10 fee is well publicized, well communicated. If a buyer these days STILL don't know about it, the blame clearly lies on the buyer.
I mean come on, there has to be SOME responsibility of the buyer, right??? Not to mention they have 30 DAYS to return the phone after purchase if they don't like it.
After I left the store, I got letters and emails confirming my new plan, spelling out the changes. Hell if a buyer ignore those, then the buyer is just stupid.
I don't see how it's any more clear than that.