If they would have had a 32gb on the shelf day one, or since then, I would be using it right now. But since that's not the case, I've had time to think and read more about people's hands on experience with the phone. I'm back to my middle ground for the S4 or the One. Coming from a 16gb iPhone two generations over (3gs and 4) with frustration on space, I wouldn't go for anything below 32gb let alone something I'm guaranteed ~9gb out of the box for apps, as those take up most of my space anyhow.
Honestly, I have thought the very same, though I DISAGREE that AT&T and others are told to play dumb, rather, I think they're just kept in the dark. I spoke with my regular AT&T store and the rep on the phone said their regular Samsung rep who came through, when asked about the 32gb simply said something along the lines of "just sell them the 16gb and emphasize it's expandable memory, don't talk about anything else". Speaking to two other retail locations revealed how they can "conveniently" get me a 16gb memory card at a discount day one with the phone. All of that combined sounds like a scheming plan if I've ever heard one, whether the rep is aware of it or not.
Think about how many people you've seen on here and elsewhere that "caved in" and "just bought it" simply because they wanted the device, even if they aren't pleased with the memory (and still aren't), or perhaps the populace who just doesn't know better. I think this is deliberate on Samsung's behalf, and if/when a 32gb comes to shelves in the US on AT&T, it will be right after the two week return period, exactly on it's heels, so that all of the 16gb phones sold are ineligible for the basic fee+swap.
That's just my 2 Cents based on my deduction over the last few weeks.