So you would have me believe that you think when a customer buys a product and does not like it, even without something being wrong with it, they should have to keep it? That is what return policies are for. A customer buys a product with money that he or she had to work for, and has the option to put the money elsewhere if he or she is not totally satisfied with the product. If Costco were going under or losing money because of their generous 90 day return policy (which, again, is something Costco customers pay a premium for to begin with) they would change it or get rid of it.
And you yourself said they make their money on the service contract--something that isn't affected whatsoever by returning the phone and getting a different one, so long as I am just returning the phone and leaving my service unchanged. I think an action is justified as wrong if it is dishonest in nature, violates a policy in place, negatively affects a person or people, etc. There is nothing dishonest about bringing back a product for reasons that fall within the policy. I bought a Xoom in February, and right before my three months were up, I realized I was not pleased with having hundreds of dollars invested in it. I brought it back, and was specifically asked why I was returning it. All I said was, I am not totally happy with it. And that was the end of it.
The same will apply with the Bionic. I want it because it is hot and it is new. But if something comes along in the 90 day window that is better, my satisfaction with what I just spent hundreds of dollars on goes down--the cruel nature of being an Android fan, a lot can happen in ninety days. If the Vigor drops in 90 days, and I am not 100% satisfied with the Bionic as my phone of choice for the life of my 2 year contract, you can bet I am going to return it. And when they ask, I will say the same thing-- "I am not totally satisfied with it."