Yeah everyone's naysaying this but it seems like a no brainer?

There's no interest, no fees. The total lease price (if you buy out at the end) is the same as the retail price. There's no downside to it at all.

If you are someone who upgrades annually, you're now paying ~$599 split over 12 payments vs. ~$1199 up front and either trading in or trying to sell your last gen privately. It works out to about even on a trade-in->upgrade every year cycle, only you don't have to fork over the $600 up front.