That's a quite impressive plan you got there. I am from Switzerland and our plans are pretty bad, in the sense that you always pay the phone on top if you wanna get it from the carrier. It's never included in any way. So what you get is a payment of the full phone price over 24 months in installments, which usually includes a tax on top. So it's just a way of not paying everything up front. But in the end, you end up paying the same, if not a bit more.
Regarding myself, I happen to work for a mobile phone carrier so I get the subscription for free so I agree I'm probably not an average user.
Here you do indeed pay the cost of the phone but the monthly data plan works out at £7 a month for 24 months on those examples I shared. You’d struggle to get sim only plans these days with that much data for less than that so it’s not a bad deal. I didn’t upgrade this year personally and may do next year.