I went into AT&T (corp. store) Sunday, asking if they would match the $40 price MS had on the Lumia 640. The sales guy said they weren't "allowed" to do that, and apologized, saying he misses out on sales "all the time" because of that. Our local Wal-mart was out of stock, so I just ordered it from Microsoft.com.
While I was at the AT&T store, they were getting ready to close, so I was the only one there. I told the rep I was just buying it to "play" with W10 mobile. He surprisingly didn't mock me, and seemed receptive to WP. He said he liked the new 950, and hoped it did well. He thinks if MS doesn't fix their marketplace though, it's dead in the water. I said I knew they were short on some apps, but that's up to the developers, not MS. And that hopefully universal apps fixes that. I also told him to recommend people check the mobile site for what they want. I can use my banks mobile site faster than their Android app, because it's always crashing, or opening up to a dead menu, and having to restart it. Overall, he seemed very receptive to WP, but I doubt he would push people to it.
The other rep, meanwhile, told me that I had "better hurry up and update it to Windows 10, Microsoft is going to start charging you $150 to do that, starting next month!" I was sure to correct him on that, and avoided calling him an ignorant moron. It was hard...