I personally don't mind paying full price for a phone whether I have full cash up front or have to finance it as long as the plans are cheaper. Which this plan is when you have at least 6 people, but it should be cheaper with just a single person than it is. My All in is $110, Unlimited my way is 50 + 30 for unlimited data for $80. All get you a subsidized phone, potentially free.
Framily is 55+20 for unlimited data for 75. That's only 5 bucks cheaper. And sprint has to be saving more than that by not subsidizing the phone. If it was 15 bucks a month cheaper, I think people would have an easier time paying full price for a phone.