Well for me all the colors was readily available (except Yellow) as it seemed most ran to the AT&T store and gobbled them all up. Secondly, I had no issue buying off-contract, which some were having issue that AT&T stores was not allowing them to buy off-contract. Lastly, they know more about the phone and will give you a tour if your new to WP8.
Originally Posted by Harry Wild
Yes you are correct that your still locked through AT&T, but the experience with the Microsoft Store is better. I know for some Microsoft stores are not easily nearby so it's understandable.