Without a plan being hooked up to or a mail-in-order rebate sought after, a phone not as worthwhile, the LG Vu would cost you a nerve racking $549.99. So how do think respite can be sought after in this case! Obviously that old mantra, get the two years plan with AT&T and there goes the price fall with that mail-in-order rebate added. Consequently the price drops down to a reasonable $299.99 and then the company goes bragging about the official release when it has been around the corner for more than a month. Must say, it is always a smart soul who plans these official releases courteously to eat up on your hard earned money.