I got a new cell phone (a RAZR no less) from Wirefly... and it really was free! It's understandable that someone would approach a cell phone website with "too good to be true" offers with some skepticism, but I'm a skeptic who dares to test the hypothesis.

Some things did go wrong along the way:
(1) Text message that the phone was activated woke me up in the middle of the night - and T-Mobile charged me $0.22 to receive it.
(2) I "bought" two phones. The first rebate took the usual four weeks to receive. The second was rejected for missing papers but reissued after a follow up (I swear the two envelopes were the same).
(3) Most frustrating: I clicked a link in a garbled html-to-text email and found a screen thanking me for adding "device protection" for $100. Two phone calls, three emails (the final one threatening reports to the BBB and FTC), and two months later I finally received a refund.

Overall, I'm very pleased with Wirefly. Only the third problem was really their fault, and I undertook just as much effort as I would have in trying to sort this stuff out at a franchised cell phone store front. (I once witnessed a Sprint store employee telling a customer that she needed to call Sprint's customer service line to get help. The customer called from within the store and was clearly upset that even the customer service line couldn't help. Then the cops showed up... (okay, that was unrelated)).