Actually buying a phone outright and getting a rolling contract is NOT what simplicity is designed for and is not cost effective as rightly pointed out. Simplicity and other deals like it are for people that are happy with their older contract phones, and the contracts have ended without wanting to upgrade their phone and/or want a simple alternative to the shoddy PAYG phones but getting the PAYG benefits of no tie-ins. I mean, why would you want to buy a phone out-right, when you have the phone fully yours at the end of the contract anyway? Yes it would give you some flexibility to move around providers I guess, but that isnt worth the effort or extra money it would cost