Where do you see them being sold for that cheap? Cellcos?
Technically it should be sold for everyone in $190 (22,000JPY), but some shops don't want to sell without contract. Govt make a regulation that limits discount for new contract to 22,000 JPY and careers must sell phones without contract. So shops should set non-contract price to 22,000, to sell for 0JPY for new sign up.