Endpoint: It's excellent marketing. It will probably hook quite a few people who love the allure of X down and monthly payments, but the real perk in this deal amounts to not being tied to an official contract. But, there's got to be fine print. You're paying for the phone one way or the other, whether you do it in a lump sum or over the course of 24 months. T-Mobile is attempting to collect the equivalent of gravy in the wireless game Apple has dictated for years. It's interesting that Apple is allowing this to take place. The consumer gets nothing special other than a two-year contract that's really not a two-year contact. Follow @rocco_thestreet -- Written by Rocco Pendola in Santa Monica, Calif.