I went to AT&T store today (corporate store) and said to sale rep I wanted to buy Samsung galaxy s4 for full retail price. I was told that they are not allow to sell galaxy s4 or htc one for full price and I have to order online.. Has any one else had this issue or heard of this before. I search online and was not able to find out if it is true. Not sure why a store would want to get full price for phone rather then subsided pricing.