It matters. If it's not subsidized, it's not actually free, it's just baked into the price, and a large player like Walmart might be able to compete.
Makes it very tedious to price-shop.
I will actually go out of my way to search for some suppliers on Amazon, eBay, Walmart, even Tictok before dealing with buying directly, just so I can rule them out if they're gonna pull a "$10 + $60 s&h" trick.
And... Again, this isn't new; pretty sure Ronco was doing this on TV before the Web.
The old "which long distance carrier do you want?" with an "I don't care" response resulted in you receiving the most expensive long distance plan from a company called "I Don't Care".
Just because scams/shaddy practices existed in the days of yore does not make them any more acceptable today.