You know the unsubsidized cost of the phone is about $800-$900 right? Those people you're selling to are buying it at one third the price.
Buy iPhone 3GS June 2009, Contract ends in June 2011. June 2010, sell 3GS, buy iPhone 4 and now contract ends 2012.
It is an early upgrade which requires you to sign a new two-year contract.