Sure it is. But you have to re-up a two-year committment with AT&T to get the phone at all. And you have to qualify.

Edit: I see what you mean. You're wondering what the non-subsidy price is for those who don't qualify. And yeah, their qualification requirements seem to be a bit complicated, potentially leaving a fairly large chunk of existing AT&T users out in the cold. Yeah, they haven't announced the amount of that extra fee yet.