Buying a new cell phone question

Hello Everyone. n00bie here with a n00bie question on cell phones. I am up for an phone upgrade (I am with Rogers in Toronto). I have been looking for cell phones and i notice that a lot of people buy phones without buying a 1, 2 or 3 yr deal, which means you would pay full pop, like 300-400 for a new phone. Why do people do that, how do they end up saving money in the end, i dont get it. They would have to go on a rogers, bell or whoever plan anyways, so why not sign a contract and get the phone at a discount?

Thanks,
d_source

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To my understanding there are people who like very stylish or powerful top of the line international cellphone which are usually not available from the local service provider. For those phones they are usually imported from oversea by the cellphone stores. Those phone are not available from every store. So if you find your dream phone in a Fido dealer but you want to keep you Rogers account, then you have no choice but to pay the full price.