So... if I upgrade my 5+ year old phone, I'd have to spend $199.00 for the phone, plus an additional $30 a month for the incredible. That just seems like too much. I'll probably drop my minutes down to help off-set the costs, but $199 still seems high to me.
It's on par with any phone on the same level but in fact beats many phones at the same level.
There are plenty of lower level phones that can be had for much cheaper if not free.