From a mobile phone companies point of view, they want sales, connections, new customers and upgrades- therefore they pay 3rd party companies commision on how they do this, its then down to them as to HOW they do this, so if they offer a free laptop, PS3, cash back etc, its all done through them, as this is the agreement that is between to retailer and the customer, it is then down to the mobile company to provide line rental, signal, mins and messages. Too many people fall for these 'offers', they shoud always go direct to the company, because then its their responsability