> More people are just buying whatever phone and sticking a simcard in it but there is still a huge number who live by what their carrier gives them.
Interestingly enough I see that as the wrong way around.
Going to a carrier specific-store is also guaranteed to offered me inferior choice both in phones and subscriptions. What's in it for me as a customer?
My electronic store is giving me the phone and carrier which provides me with the best deal. I have no reason to give a carrier, a transparent transport network, any sort of loyalty.
I don't have a "my carrier" which I care about. I do however have a "my phone", and I care about that deeply.