Quick, silly question re: pricing

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http://forums.androidcentral.com – I'm nowhere near an upgrade, so I'll have to buy the S3 outright. Without an upgrade would it cost $549? When browsing the AT&T website I see that price listed above the $199 for new contract, so I'm venturing a guess that it's accurate. Kind of a silly question maybe, but aside from Nexus devices bought through the Play Store, I've never bought a cell phone from a carrier without an upgrade. Thanks! (HowTos)