Why do I see this, in some way, numerous times on this forum. Why would it be cheaper? In most comparisons it has better features than other phones, with the same price tag. You also get dual sim capability. Here in the US that isn't a big deal but it has its advantages for those of us that have a work and personal line. Now I'm down to one phone This price reflects the market for top end smart phones. The ONLY argument that is valid is the fact that Windows Phone holds <3% market share, and there's nothing to entice a newb to come to the dark side. I would give incentives to iPhone users by crediting the phone $50-250 for turning in their iPhones on site. But again, $650 is fair... For now